A Hybrid Framework

The Hearth Core — Metrics That Actually Work

Two Types of Metrics, One Unified Purpose

So if corporate metrics fail, does that mean we abandon measurement altogether? Absolutely not. A hearth without tending goes cold. The answer is not no metrics -- the answer is the right metrics.

The framework that works for independent funeral homes is a hybrid approach that balances two distinct types of measurement, each serving a different purpose:

Activity Metrics: The Structure

Activity metrics give you structure. They track the observable, countable actions that keep the pipeline moving. Think of them as the wood you place on the fire -- without them, nothing happens. But stacking wood alone does not create warmth.

Activity metrics include:

  • Community events attended
  • Partnerships initiated with local organizations
  • Follow-up contacts completed
  • Presentations or educational sessions delivered
  • Outreach conversations started

These are the inputs. They tell you whether the counselor is showing up, engaging, and building presence. They are important -- but they are not the whole story.

Relationship Metrics: The Depth

Relationship metrics give you depth. They track the quality and progression of the connections being built. If activity metrics are the wood, relationship metrics are the warmth and light the fire produces. This is what families actually feel.

Relationship metrics include:

  • Number of families in active pre-need conversations (not just contacted -- actively engaged)
  • Average time from first contact to consultation (measuring natural pace, not forced speed)
  • Referrals received from existing families (the ultimate trust indicator)
  • Depth of community partnerships (moving from introduction to collaboration)
  • Family satisfaction and follow-through rates

These are the outcomes. They tell you whether the activity is translating into the kind of deep, trust-based relationships that sustain an independent funeral home for generations.

The Hybrid Framework at a Glance

Activity Metrics (Structure)

  • Community events attended
  • Partnerships initiated
  • Follow-ups completed
  • Educational sessions delivered

Relationship Metrics (Depth)

  • Families in active pre-need conversations
  • Average time from first contact to consultation
  • Referrals received from existing families
  • Partnership depth and collaboration quality

The key: Activity metrics tell you if the work is happening. Relationship metrics tell you if the work is working. You need both.

Why the Hybrid Works

Activity metrics alone create the quota trap we saw in the opening story -- rushing and burnout. Relationship metrics alone leave you with no way to coach or course-correct when someone is not gaining traction.

Together, they paint a complete picture. A counselor attending three events per month but showing zero families in active conversation needs coaching on engagement. A counselor with five active family conversations but no new events needs encouragement to keep building community presence.

The hybrid framework treats the counselor as a whole professional -- not just a number generator. And that is exactly how independent funeral homes should operate.

Track every community event your counselor attends -- memorial services, civic gatherings, church functions, veterans' events, senior center visits. The goal is not a high number; it is consistent presence. A counselor who attends two meaningful events per month and stays to have real conversations is far more valuable than one who checks in at ten events and leaves after fifteen minutes.

Partnerships with hospice providers, senior living communities, faith organizations, grief counselors, and local nonprofits are the lifeblood of community-based outreach. Track new introductions, follow-up meetings, and collaborative projects. A single deep partnership with a hospice team that trusts you will generate more genuine referrals than a dozen surface-level contacts.

Follow-ups are where relationships deepen. Track post-service check-ins with families, thank-you notes after community events, and continuation of conversations that started at a grief support group. The key distinction: a follow-up is not a sales call. It is a genuine act of continued care. If your counselor dreads making follow-ups, the framing is wrong -- they should feel like reaching out to a neighbor, not cold-calling a prospect.

Workshops on advance planning, grief education sessions at senior centers, lunch-and-learns with hospice teams -- these are the moments where your counselor demonstrates expertise and builds trust without any sales pressure. Track not just the number delivered, but the attendance and engagement. A session where eight people stayed for an extra twenty minutes to ask questions is worth more than a room of fifty who checked their phones.

Activity Metrics vs. Relationship Metrics

In the hybrid framework, what is the core difference between activity metrics and relationship metrics?

The Ultimate Trust Indicator

Which relationship metric is described as 'the ultimate trust indicator' in the hybrid framework?

Coaching with the Hybrid Framework

A counselor is attending three community events per month but has zero families in active pre-need conversations. Using the hybrid framework, what does this signal?