Gen Xers Will Soon Be Your Main Customer . . . Is Your Firm Ready? 

Answer these 5 questions to find out.

In as little as two years, Gen X will replace the Baby Boomer as your main customer. With vast spending power and unique marketing preferences, those born between 1965 and 1980 have massively different expectations than previous generations – especially when it comes to technology.

Consider what we know about Gen Xers:

• They do their research using search engines, online reviews, and social media networks before making a purchase.
• They make up the most content of any generation on Facebook today.
• 74% of Gen Xers say that social media is an essential part of their life.
• Gen Xer are 58% more likely than Millennials to click to a brand’s website because of a social media post. 
• Gen Xers have a high affinity for brands they trust and are willing to pay a premium for their products.

Gen Xers’ preferences for technological options and solutions are front and center – and these extend to funeral homes as well. Is your firm’s online presence positioned well for the new wave of Gen X customers coming your way? 

To make sure you’re prepared, ask yourself these five questions:

1. Are you reaching Gen X on social media? Social media can be one of the most powerful marketing tools for your business – but only if you use it correctly. You want to reach your community with posts that reflect your brand and area, build loyalty, and attract new families.  

2. Is your firm among the top results in a search for end-of-life care in your area? Gen X is looking for you online and your firm needs to be on the first page and in the top hits. Among Gen Xers, a staggering 90% use their phones to visit a search engine every month. If you’re not in the top results, you’re missing calls. 
3. Does your website capture attention? In today’s marketing, there is nothing more important than your website. Consider it the front door to your funeral home. It’s critical that your site is visually appealing to Gen Xers, is easy to navigate and gives them what they are looking for, including funeral information, online planning options, keepsakes, helpful resources, flowers, payment options, and more.   

4. Do you offer a diverse selection of gifts on your website? Gen Xers are not afraid to shop online, with a reported one in three saying they do so “all the time.” Gen X looks for brands they trust that have a record of delivering quality products and services. The more gifts, flowers, and keepsakes you feature, the more likely a visitor is to make a purchase. 

5. Does your website have tech-savvy services to meet the expectations of Gen X consumers? Can visitors to your website immediately tell that your firm is ahead of the curve with your technological offerings? From AI-generated obituaries to keepsake photo books that include details from the online obituary, best-in-class technology solutions are a must for Gen Xers driven by tech and digital activity.

Earning their trust and understanding how Gen X thinks and behaves will help you create positive experiences that drive sales and build loyalty. 

Learn more about how to better serve them and see additional Gen X data by watching Tribute Technology’s free “Gen X Takeover” webinar here: https://www.tributetech.com/watch-gen-x-obits-webinar.

Our thanks to author Carol Heffernan and Tribute Technologies for this great guest post! Carol Heffernan has been a professional copywriter for many years, working in the deathcare profession for the past five. She enjoys every day of her job as she wants to help people and knows how much hope and comfort the written word can bring to others.