Why I Attend Clients’ Funerals—and Why You Should Too

I’ve lost count of how many funerals I’ve attended over the years for clients who’ve passed. It’s not something I keep a tally of—it’s just part of this job. And let me tell you, if you’re in this business, I think it’s critical to show up when a client passes not just for the family, not just for yourself, but for the whole ecosystem of what we do. And if that client had a regular caregiver, bring them along. It matters.

Here’s the deal: attending a funeral isn’t optional in my book—it’s a must. I can’t tell you how many times I’ve seen the look on a family’s face when they realize we’re there, not because we have to be, but because we want to be. It’s the right thing to do. Period. But there’s more to it, and I’ll get to that in a minute.

First, let’s talk about the caregivers. If you’ve got someone who’s been with a client for a long haul—months, years, whatever—and they’ve built that bond, you better believe they’re feeling it when that client passes. I know for a fact the real caregivers, the ones who pour their hearts into this, take it hard. That trauma is real, and their mental health matters. So, here’s what I do: I give them a few paid days off to grieve. No questions asked. They shouldn’t be thrown straight into another case like nothing happened. That’s not just good for them—it’s not good for your agency. Show that empathy and your retention numbers will thank you. Caregivers stick around when they know you’ve got their back.

Now, I get it—not every caregiver wants downtime. Some want to keep moving and keep their mind busy. I’ve been there, and I respect that. For those folks, I still make sure they know they’re appreciated. A spa day, a gift card to their favorite spot—something to say, “Hey, I see what you did for that client, and I’m grateful.” It’s not about the money; it’s about the message.

Back to the funeral itself. There are two reasons I show up, and I’m keeping it real with you. First, it’s about respect. It shows the family their loved one wasn’t just a paycheck to us. They were someone we cared about, someone we invested in. That’s the human side of this, and it’s non-negotiable.

But here’s the second part—and this is the marketer in me talking. The person who passed? Their friends, their neighbors, the people at that funeral or wake? They’re often in the same age group, facing the same challenges. Introduce yourself. Bring your caregiver. I’m not saying show up in scrubs, passing out flyers—don’t be that guy. I’m talking a firm handshake, a quiet word about how much you enjoyed working with Mr. or Mrs. Client, how long they were with your agency. That’s it. It’s what I call the soft sale. No pressure, no pitch—just a conversation.

Don’t feel guilty for thinking business at a time like this. You’re not exploiting grief; you’re being a professional. We’re in the business of helping seniors and their families. If a fireman showed up next door to a house that just burned down, handing out free smoke alarms or window stickers for the kids’ rooms, nobody would blink. It’s the same thing here. We’re not selling—we’re telling. Letting people know we’re here for respite, for care, for support. There’s nothing wrong with that. It’s who we are.

Over the years, I’ve picked up some tricks—special marketing tools tailored for this exact moment. If you’re curious, reach out. I’d be happy to share what’s worked for me.

At the end of the day, attending a client’s funeral is about showing up—for the family, for your team, and yeah, for your business. It’s all connected. So, next time you get that call, don’t hesitate. Go. Bring your caregiver. Be there. You won’t regret it.