On top of a Standard $750 campaign, clients can request edits at three tiers. Canonical source: Brittney's tier page — link clients here for the full breakdown.

Revision & proof rules

• Personalized Lead Gen Proof (Standard campaign): $50 for branding-only personalization (your standard ad with custom email preview, no content changes). 2 proofs included; additional proofs $50 each.
• Tier 1: 2 rounds of proofs included. Additional proofs $50 each.
• Tier 2: No revisions — locked as sent.
• Tier 3: 2 rounds of proofs included. Additional proofs $50 each.
• All edits go through Fintra's quality review.

Other fees

Not here: base package pricing (Foundation / Engage / Social Content tiers / Ad campaign base $750). Sales-controlled, varies by discount/contract — refer pricing conversations to sales.

2026 campaign deliverable schedule

Campaign dates are target timelines — Fintra may adjust, pause, or modify campaigns to optimize performance. A longer run does not guarantee more leads; concept-market fit drives volume. Source: Fintra 2026 Facebook Campaign Timelines.pdf.

Minimum commitment when starting mid-quarter = remainder of current quarter + 1 full quarter. Approved client-facing script in Quarterly Add-On Services Rules.docx.

Tier 1 — sales/CS self-serve

Pricing · Packages · Onboarding Timeline · Billing · Content Cadence · Ad Budget · Renewals

Tier 2 — look up in this resource or the Hub

Integrations · Reporting · Campaign Strategy · Technical Setup · Lead Routing · Compliance

Tier 3 — file a Case in the Hub (/api/support-tickets · posts to #fintra-support)

Sales → CS handoff

• Trigger: Onboarding project reaches Launch phase
• Meeting: 30-min intro within first week after launch
• Transfers: Client profile · Sales context · Demo notes · Onboarding notes · Key contacts · Expectations set

Role boundaries

• One website → one LP → one package, regardless of chapels/brands in the location dropdown.
• Multiple websites → one package per website.
• Reference example: V Todd Ferreria's site includes Nassau Funeral Home as a separately-branded dropdown entry — still one package because one LP.

Driver = SMS appetite. Engage layers SMS onto nurture, aftercare, NPS, and review generation. Tiers can mix across packages for clients with multiple LPs. "Almost all our clients are on Engage" is true and accurate.

• 2 approved ad versions per Standard Preneed campaign (client approves both up front).
• Competing-location definition: 2+ Fintra clients within 10mi (small/mid-market) or 5mi (urban).
• Commitment: competing clients never run the same version concurrently. Fintra rotates between approved versions.
• Seminars: imagery is food-based, overlap unlikely. If timelines overlap, captions are also differentiated.
• The definition is fine to share openly with clients — it's a feature, not a secret.

• Explicit written SMS consent required at point of capture. Email opt-in does NOT cover SMS.
• All Fintra SMS sent on behalf of Preplan a Funeral (single sending entity).
• Fintra-provided disclosure + privacy link (info.preplanafuneral.com/Privacy-Policy) sits immediately below the phone field, 10pt min. Partner does not modify.
• TCPA-aligned.

Each client has Lead / Reporting / Feedback alert checkboxes in the Hub. AMs are responsible for keeping them current — update on the call when a client expresses a preference, when you stumble on a stale setting, and proactively at renewal. Backend isn't live yet; capture data anyway so when it ships, no client gets surprised.

When filing a Case in the Hub, the priority field you choose is the SLA you're committing to. Don't default everything to Normal. When in doubt, err high — downgrade later if it turns out lower-stakes.

• Confirm Hub alert subscriptions reflect what the client wants
• Confirm counselor name/photo/reply-to email are current (staff changes are the #1 reason nurture feels "off-brand")
• For multi-location FHs: verify the LP location dropdown matches their current footprint
• Note any tier/add-on mismatch (Foundation client behaving like Engage; running seminars manually without the add-on)

Fintra runs purpose-built Facebook campaigns for one job: filling your appointment calendar with preneed leads and your seminar room with RSVPs. Every quarter you get a themed strategic plan — "Honor & Reflection" in Q4, "Seasons of Legacy" in Q2, and so on — with two preneed concepts and seminar options ready to go. Lead capture happens on your landing page; results show up in your weekly Monday digest and the Hub. You approve once per quarter; we handle production, placement, performance, and the boring parts.

Source links

Annual campaign strategy (Canva) Edit request tiers Market & campaign parameters Market estimator (tier classifier)

Boosted posts are optimized for engagement — likes, shares, comments — not lead capture. Boosting is the wrong tool for the job: your page feels active but almost no one books an appointment off it.

Self-managed Facebook ads can work, but the cost is the time it takes to learn lead-gen ad mechanics, write the copy, design the creative, set up the audience, monitor spend, and rebuild it all next quarter when fatigue sets in. verify

Fintra runs lead-generation campaigns built specifically for funeral homes, in a 2026 calendar of quarterly themes with proven concepts. You approve once; we produce, run, and optimize — Facebook's dynamic creative system tests our approved variants and concentrates spend on whichever is converting best in your market. Leads flow into your nurture sequence automatically. You get your time back and your seminars get filled.

Important framing: a landing page converts existing traffic into leads — it doesn't generate traffic the way Facebook ads do. Facebook ads go out and find an audience; a landing page gives the audience already on your website a place to raise their hand. Best practices to maximize that conversion: clear linking from your main website to the LP, single CTA per page, educational "6 Questions" approach to build trust before asking for anything, mobile-first design verify. The thank-you page is where the real magic happens — 3 out of 4 of all appointments are booked in the same session as the LP submit, right on the thank-you page while interest peaks. Fully branded to your funeral home. One page per landing page; multi-location funeral homes can serve all locations through a single dropdown.

See it live

Landing page Thank-you page

Most preneed leads aren't ready to book the moment they download a guide. Fintra's Lead Nurture series — 8 emails and 4 texts over 26 days — keeps your funeral home top-of-mind, and stops the moment a family books. The headline result: about 1 in 3 landing-page leads books an appointment with you, and 3 out of 4 of those bookings happen in the same session as the original LP submit — right on the thank-you page, while interest is at its peak. The remaining quarter come back later through nurture, via the appointment link in their emails. Every message is white-labeled — your logo, your counselor's name and photo, sent from your email address — with unique booking links that route to your appointment request form, and your agent is alerted the moment that form is submitted. SMS consent is collected at the point of capture (TCPA-aligned), so when texts go out, they're going to families who opted in to hear from you.

See it live

Appointment request form

Grieve Well Live Well is a 12-month aftercare series for at-need families — 10 emails and 3 texts across three phases: comfort and resources in the first 60 days, ongoing support through 120 days, and continued presence with planning information for the rest of the year. Genuine care first, always. The series is fully white-labeled and signed by your team. verify Aftercare drives the relationships that earn referrals and the trust that converts to preneed conversations down the road — though that payback is long-tail and not something we attribute directly. It's the slowest-burning but stickiest part of the Fintra stack.

See it live

GWLW support resources

Fintra's NPS system asks every family one simple question after service, by email and text. Families who rate 7-10 are routed to leave a Google or Facebook review — that's how your reputation gets built without anyone on your team chasing reviews. Families who rate 0-6 are routed to a private feedback form so concerns reach you first, not the public internet. You get satisfaction data you can act on, your Google review count grows month over month, and unhappy families have a place to be heard before they post.

See it live

NPS page Feedback form (0–6) Review page (7–10)

Fintra uses a request-based form, not a calendar-block tool. Families ask for an appointment; your counselor confirms a time that actually works on their end. This sounds like a small distinction but it matters: a family in the middle of a stressful decision doesn't always know which open slot suits them — and a counselor who's been pulled into an unexpected service shouldn't have a stranger auto-booked on their calendar. Request-first protects both sides of that conversation and lets your team stay human instead of transactional.

We've already tested calendar-block tools (Calendly) — the request form converted better. Not revisiting.

The Hub is where every lead, every campaign, and every appointment lives in one place. Complete lead history at a glance, pipeline stage on every contact, one-click outcome marking (Funded, Unfunded, Do Not Contact, Record Appointment), and real-time enrollment in nurture and aftercare. Open it anytime for live numbers — or skip the login entirely; a weekly performance summary lands in your inbox every Monday morning. No spreadsheets. No guesswork. Just clarity.

Short answer: You won't ever see the same ad as another Fintra client in your market. Here's how we define and handle it.

Default move: do not educate prospects on our targeting mechanics. Dodge and pivot to results.

Context: Most funeral homes that tried FB ads previously tried with their preneed insurance partner or another agency in the deathcare space, not a generalist agency. Don't frame the failure as "you went to a generalist" — that's usually wrong and feels insulting. Reframe to setup quality and what's different about our approach.

verify "Most active groups" claim — confirm with a source (Pew, Statista, Meta) before publishing externally.

Important context: FB Lead Form leads do NOT pass through the landing page — they're captured directly on Facebook's form and flow straight into nurture. So the LP-to-appointment conversion math doesn't apply to FB-sourced leads. Don't conflate the two funnels.

verify Whether FB leads SHOULD pass through the LP for double-opt-in or a stronger conversion handoff is a separate strategic question — not something to solve in a script.

Approach: We don't hand over the full nurture sequence. Sales walks through 3–4 selected messages live on the onboarding call, then provides a written list of subject lines + send timing for the rest. If they push for full verbatim copy, that's a gated request.

Same anchor as the message-preview question above: consistency is the conversion lever.

Suggested structure assembled from the pillars and checkpoints below — adapt to the client.

• Hub alert subscriptions — confirm Lead / Reporting / Feedback alerts reflect what this client actually wants. Update on the call.
• Counselor + contact info — confirm white-label fields (name, photo, reply-to email) are current. Staff changes are the #1 silent reason nurture/aftercare feels off-brand.
• Location dropdown — for multi-location FHs, verify the LP location dropdown matches the current footprint.
• Package mix — note tier/add-on mismatches (Foundation behaving like Engage; client without seminar add-on running seminars manually).

• Brittney's quarterly report is the data source AMs anchor on.
• Hub adoption is NOT a renewal goal — engagement with the Monday digest is the bar.
• Foundation→Engage upsells surface organically through Pillars 3 + 4 — don't force them at call open.
• Hub alert subscription hygiene is a hard AM requirement.

Company-wide LP→appointment conversion benchmarks for full-nurture clients:

Per-variant rates invite "which variant am I on, and can I switch to the better one?" — clients can't switch (it's account-history determined). Frame externally as ~35% company-wide only.

Social content tiers

Facebook ad campaigns

• Strategy + creative + audience setup + placement
• 2 approved ad versions per Standard Preneed campaign
• Quarterly themed concepts (delivered 1st of month prior to quarter start)
• Live reporting in the Hub + weekly Monday digest
• Production: 5 biz days standard · 35 days seminar (no exceptions)

Campaign types: Standard Preneed Lead Gen · Seminar RSVP · Custom (brand awareness, special objective)

Edit request tiers (Refresh / Select / Signature): Brittney's tier page — canonical, client-shareable. Quick reference: Quick reference → edit tiers.

Pricing on social content tiers is intentionally not listed — sales controls base quoting and discounting. Note: ads and content tiers are separate purchases, not a bundle — clients buy sets of ad campaigns à la carte. verify

Source: Email Templates - Fintra Social Services.docx, refreshed for current terminology. Placeholders in [brackets].

1 · Demo follow-up

Send same day as the demo. Attach only shareable materials per the post-demo library rules (pillar overviews, tier sheets — not methodology docs).

2 · Onboarding action items

Send after contract. AM internal: capture the client's alert-subscription preferences (Lead / Reporting / Feedback) during onboarding and set them in the Hub.

3 · Welcome — Ads only

verify Ads + content bundles are deprecated — clients now buy sets of ads, with content packages as a separate purchase. Use templates #4–5 only when a client happens to buy both; otherwise #3 is the standard welcome. Confirm the current welcome flow with sales.

4 · Welcome — Ads + Branded content

5 · Welcome — Ads + Custom content

6 · Quarterly planning meeting

Send ahead of each quarterly cutoff — campaign names come from the current quarter's themes (see deliverable schedule). AM internal: use the renewal-call checkpoints (alert subscriptions, counselor info, location dropdown, package mix) during this meeting.

Note: the calendar link here is fine — the request-form-over-Calendly policy applies to families booking with counselors, not B2B scheduling between Fintra and clients.

7 · Onboarding nudge verify

Send when a client hasn't completed onboarding action items ~5 business days after the action-items email. Launch dates slip when these sit.

8 · Renewal / planning nudge verify

Send when a client hasn't scheduled their quarterly planning meeting and the enrollment cutoff (1st of the quarter) is approaching.

Clients see "a page on the internet" and reasonably assume it's an SEO opportunity. This is the canned reframing.

Short answer

Your Fintra landing page is not an SEO tool. It's a conversion tool. The right question isn't "does this rank on Google?" — it's "is enough traffic landing on it, and is it converting?"

Why the LP isn't built for SEO

• Dynamic JS personalization at page load — logo, FH name, counselor info all inject after the initial render. Search engines see a generic template on first crawl.
• Shared domain (go.preplanafuneral.com) — even if Google rendered the JS, the personalized content wouldn't rank under their brand.
• Structure prioritizes conversion over discovery — single CTA, no blog footprint. Opposite of a page built to rank.

What actually moves their local search

1. Google Business Profile — most important factor. Active, accurate, regular review activity.
2. Steady Google review growth — Fintra's NPS routes 7-10s to Google/FB reviews. Indirect but real SEO contribution.
3. Their main website — content, technical, backlinks. Owned by their web team.

Fintra moves needles 1 and 2 (NPS → reviews → GBP signal). Not needle 3 — that's web-team scope.

What it is

A 26-day automated sequence — 8 emails + 4 SMS — fully white-labeled to your funeral home. Signed by your counselor. Sent from your email address. Stops the moment a family books.

The result

Of the visitors who become landing-page leads, about 1 in 3 books an appointment. And 3 out of 4 of those bookings happen in the same session as the LP submit — right on the thank-you page while interest peaks. The remaining quarter come back later through nurture.

What's in the sequence

• Day 0–3: Welcome + appointment-request reminders
• Day 4–10: Trust-building — community ties, planning education, counselor introduction
• Day 11–18: Decision support — pricing transparency, "why now," common questions
• Day 19–26: Final outreach + soft break — phone offer, "we're here when you're ready"

Why it's the same across all clients

The sequence is what it is for a reason — it's been refined over time and proven to convert at the rate above verify. Customizing per client would mean rebuilding and re-validating from scratch, which puts that conversion rate at risk. What IS customized: branding, counselor voice and contact info, booking links, and which families enter the sequence at all. The messages themselves stay consistent — consistency is the conversion lever.

What you control

• Branding + counselor profile (logo, photo, name, reply-to)
• SMS on/off per program (TCPA-aligned consent at capture)
• Manual stops via the Hub (Funded · Unfunded · DNC · Booked)

What clients see of the actual messages

We don't send clients the full nurture sequence. Sales walks through 3–4 selected messages live on the onboarding call so they can see exactly what their families are receiving. Clients get a written list of subject lines + send timing for every message in the sequence — but not the verbatim body copy. Full verbatim text is a gated request (per the post-demo doc taxonomy).

Most NPS tools collect a score and stop there. Fintra's NPS system acts on the score:

• 7–10 routed to a Google or Facebook review — builds reputation, feeds local search ranking.
• 0–6 routed to a private feedback form — concerns reach the funeral home first, not the public internet.

The routing is the difference. Not just measuring satisfaction — systematically channeling it into review growth and protecting from preventable negative reviews.

How the score is calculated (the "simple confident answer")

NPS asks one question: "How likely are you to recommend us?" on a 0–10 scale. Standard NPS methodology:

• Promoters = 9–10 · Passives = 7–8 · Detractors = 0–6
• Score = % Promoters − % Detractors. Range is −100 to +100. Anything positive means more fans than critics.

verify Note the routing thresholds (7–10 → review) are intentionally broader than the promoter band (9–10) — passives still leave good reviews. Confirm whether Fintra's reported score uses the classic 9–10 promoter band before AMs explain the math to clients.

Decision rule: If a doc explains what we deliver or why it works for funeral homes specifically, it's shareable. If it reveals how we deliver it or parameters a competitor could reproduce, it's gated.

Operational: Shareable docs live in a sales-accessible folder. Gated docs require explicit sign-off before going to a prospect. Default = gated. Renewal Kit talking points are AM-internal, not shareable.

Headline

"Request beats book — for this conversation."

Three-panel layout

Footer line

"Tested calendar-block tools — request form converted better. We're staying with it."

For design: Fintra signature green for accents. Portrait orientation. Looping 6-second video optional.

Spec 1 · Client mood board (go-live content preview)

What it is: A one-page visual delivered at go-live for every content tier — Beau's ask for a "client-facing mood board / content preview." Mood boards already exist inside the quarterly demo decks; this makes them a standalone per-client deliverable.

For design: Canva template so it's repeatable per client per quarter. Portrait, Fintra green accents, client branding dominant.

Spec 2 · LP standard placement visual

What it is: An annotated mockup (or short looping video) of a generic funeral-home website showing where LP links should live — answers "where does this go on my site?" during onboarding.

For design: Use a neutral/fictional FH site mockup so no client is singled out. Static annotated version first; looping video optional. verify

What it is: Beau's ask — a reinforcement sequence for prospects who took a demo but haven't signed. Skeleton below; needs your voice pass and final asset selection before it gets built anywhere.

Only verified stats used. Where this runs (CIO vs. manual sales sends) is an implementation decision — flag for the Beau/ops conversation.

Needs Beau

Needs Ashlee (Hub UI)

Needs Brittney

• Mood board / content preview visual — copy spec on Sales Materials tab
• LP standard placement visual — copy spec on Sales Materials tab
• Tier spec sheets visual layout — drafts on Sales Materials tab
• "Request beats book" 3-panel visual — copy spec on Sales Materials tab

• Marketing-owned scope only — operational FAQs (lead routing mechanics, billing operations, ticketing system itself) are out of scope for this resource.
• Base package pricing intentionally NOT surfaced — sales-controlled.
• Some figures are sealed from all artifacts (notably FB-source nurture conversion rate); AMs route around the question per Objection Scripts tab.