Final Expense Sales: A Complete Guide for New Insurance Agents

Final Expense insurance is one of the most rewarding—and accessible—products for new insurance agents. Unlike complex investment products or high-ticket life insurance policies, Final Expense serves a clear, immediate need: ensuring seniors can be buried with dignity without burdening their families with costs.

This guide will teach you everything you need to know to build a successful Final Expense practice.

What is Final Expense Insurance?

Final Expense insurance (also called burial insurance or funeral insurance) is a small whole life insurance policy, typically $5,000 to $25,000, designed to cover end-of-life costs including:

Funeral services ($7,000-$12,000 average)

Burial plot and headstone ($2,000-$5,000)

Cremation (if chosen)

Outstanding medical bills

Other final expenses

Key Characteristics:

Simplified underwriting: Usually just health questions, no medical exam

Whole life coverage: Never expires as long as premiums are paid

Fixed premiums: Never increase with age

Cash value: Builds slowly over time

Small face amounts: $5K-$25K typical range

Immediate or graded benefits: Some policies have waiting periods

Why Final Expense is Perfect for New Agents

1. **Lower Barriers to Entry**

Unlike selling large life insurance policies to high-net-worth individuals, Final Expense:

Doesn't require extensive financial planning knowledge

Doesn't require securities licenses

Features simple products that are easy to explain

Has shorter sales cycles (often one call close)

2. **Huge Market Demand**

10,000 Baby Boomers turn 65 every day in the US

73% of seniors over 65 don't have adequate final expense coverage

The average funeral costs $9,000-$12,000 and rising

Most seniors are actively looking for this coverage

3. **High Close Rates**

When you reach the right prospects with the right message, Final Expense has some of the highest close rates in insurance:

Clear, immediate need (everyone will die)

Affordable premiums ($40-$120/month typical)

Simple application process

Emotional buy-in (protecting loved ones)

4. **Repeat Business Through Referrals**

Seniors talk to other seniors. Provide excellent service to one client and you'll often get referrals to their friends, neighbors, and family members.

Understanding Your Target Market

Primary Prospects:

Age: 50-80 years old

Income: $15,000-$50,000 annually

Concerns:

- Don't want to burden children with funeral costs

- Have had friends/family members pass recently

- May have had final expense but let it lapse

- Often on fixed income (Social Security)

Common Situations:

Divorced or widowed

Limited savings

Existing life insurance through work that will end at retirement

Health issues that make traditional life insurance expensive or unavailable

The Final Expense Sales Process

Stage 1: Finding Prospects

The most common lead sources:

1. Direct Mail

Response cards sent to age-targeted zip codes

Typical response rates: 1-3%

Cost: $0.40-$1.00 per mailer

Best for: Building a consistent pipeline

2. Facebook Lead Ads

Highly targetable by age and interests

Cost: $10-$30 per qualified lead

Best for: Quick ramp-up with fresh leads

3. Referrals

Lowest cost, highest close rate

Ask every client: "Do you have friends who might need this coverage?"

Best for: Long-term sustainable business

4. Community Events

Senior centers, churches, VFW halls

Offer free informational seminars

Best for: Building local reputation

Stage 2: The First Call

Your goal: Establish rapport and set an appointment (phone or in-person).

Opening Script:

"Hi [Name], this is [Your Name] with [Agency]. You recently sent in a card asking for information about life insurance coverage to help with final expenses. Did I catch you at an okay time?"

Key Questions to Ask:

"Do you currently have any life insurance?"

"Have you attended any funerals recently?" (builds emotional relevance)

"What amount of coverage were you thinking about?"

"Are you looking to cover just yourself or you and your spouse?"

Setting the Appointment:

"Based on what you've told me, I can definitely help you. I'd like to go over a few options that fit your situation. I have time tomorrow at 10 AM or would 2 PM work better for you?"

Stage 3: The Presentation

This is where you earn the sale. Follow this structure:

Part 1: Build Rapport (5 minutes)

Make small talk about family, grandkids, hobbies

Find common ground

Show genuine interest in them as people

Part 2: Uncover Pain (10 minutes)

"Let me ask you, [Name], what got you thinking about final expense insurance now?"

Listen for:

Recent losses (friend, spouse, sibling)

Concern about being a burden

Financial stress about current coverage

Empathize: "I understand. That must have been difficult to go through."

Part 3: Educate on Costs (5 minutes)

"Do you have any idea what the average funeral costs these days?"

(Most will underestimate)

"The average is actually between $9,000 and $12,000, and that doesn't include the burial plot, headstone, or any outstanding medical bills. Some families end up needing $15,000-$20,000."

Visual aid: Show a simple cost breakdown.

Part 4: Present the Solution (10 minutes)

"Here's how this works. We offer whole life insurance specifically designed for final expenses. Let me show you a few options..."

Present 3 face amounts:

$10,000 (base coverage)

$15,000 (recommended)

$20,000 (complete protection)

For each, show:

Monthly premium

Coverage amount

Whether it includes spouse

Part 5: Handle Objections (10 minutes)

See common objections section below.

Part 6: Close (5 minutes)

"Which of these options makes the most sense for your situation?"

Once they choose:

"Great! Let's get your application started. This will just take about 10 minutes..."

Stage 4: The Application

Key tips:

Fill it out yourself (don't hand it to them)

Read questions out loud naturally

For health questions, be honest but don't over-explain

Get banking information for draft (makes it real)

Stage 5: Follow-up and Retention

Call when policy is delivered

Annual check-ins to update beneficiaries

Ask for referrals after policy is in force 90 days

Common Objections and Responses

"I need to think about it."

Response: "I understand this is an important decision. Let me ask, what specifically do you need to think about? Is it the coverage amount, the premium, or something else?"

(Address the real concern)

"I can't afford it right now."

Response: "I understand budget is tight. Let me ask you this: if you passed away next month, where would your family get the $10,000-$12,000 for your funeral? Would they have to take out a loan, ask other family members, or…?"

(Pause and let them think)

"That's exactly why this is so important. For less than $3/day, we make sure they never face that situation."

"I have life insurance through work."

Response: "That's great! And how much coverage do you have through work?"

(Usually $10K-$50K)

"Okay, and what happens to that coverage when you retire?"

(It ends)

"Exactly. This policy is yours forever, regardless of employment. It's specifically designed for final expenses so your family doesn't have to touch that other coverage."

"I'll just have my kids pay for it."

Response: "I'm sure your children would be honored to take care of your final arrangements. But let me ask you: Do your kids have $10,000 in savings they could access immediately? And even if they do, do you want them using their savings—maybe money they're saving for their kids' college or their own retirement—instead of their inheritance?"

"I'm in good health. I don't need this yet."

Response: "I'm so glad you're healthy! That's actually the best time to get this coverage because:

Your premiums will be lower

You're guaranteed approval with your good health

Once you have a health issue, coverage becomes much more expensive or unavailable

Think of it like car insurance—you don't wait until after the accident to buy coverage."

Understanding Policy Types

Level Benefit Policies

Full death benefit from day one

Higher premiums

Best for: Healthier seniors

Graded Benefit Policies

Reduced benefit first 2-3 years (usually return of premium plus interest)

Full benefit after waiting period

Lower premiums

Best for: Seniors with health issues

Guaranteed Issue Policies

No health questions at all

Usually graded benefit

Highest premiums

Best for: Seniors with serious health conditions

Compensation Structure

Final Expense typically offers:

First-year commission: 80-120% of annual premium

Renewal commissions: 2-10% of premium in subsequent years

Example:

Policy: $15,000 face amount

Premium: $85/month ($1,020/year)

First-year commission at 100%: $1,020

Renewal commission at 5%: $51/year for life

Success Metrics to Track

Contacts per day: Aim for 30-50

Appointments set: 20-30% of contacts

Appointments held: 60-70% (many cancel)

Close rate: 40-60% of appointments held

Average premium: Track monthly

Policies per week: Experienced agents target 5-10

Tips for Long-Term Success

1. **Develop a Routine**

Call leads 9 AM - 12 PM

Lunch and admin 12 PM - 1 PM

Appointments 1 PM - 6 PM

Follow-ups 6 PM - 7 PM

2. **Build a Warm Market**

Start with people you know

Everyone knows someone over 60

Offer to help their parents/grandparents

3. **Master the Presentation**

Practice with AI training tools

Record yourself and review

Perfect your tonality and pacing

4. **Stay Motivated**

Remember: You're helping families avoid financial hardship during grief

Celebrate small wins

Connect with other agents for support

5. **Educate Continuously**

Understand Medicare (your prospects are on it)

Learn about estate planning basics

Stay updated on funeral costs in your area

Common Mistakes to Avoid

Talking too much: Ask questions, listen more than you speak

Selling too small: Most seniors can afford more than $10,000 coverage

Being pushy: This is a compassionate sale, not high pressure

Ignoring spouse coverage: Always quote joint policies

Not asking for referrals: Your best leads come from happy clients

Your First 90 Days

Days 1-30: Learning and Setup

Get licensed (if not already)

Contract with carriers

Set up lead sources

Practice presentations

Target: 2-5 sales

Days 31-60: Building Momentum

Increase daily activity

Refine your pitch

Get comfortable with applications

Target: 8-12 sales

Days 61-90: Establishing Consistency

Hit your daily numbers consistently

Start getting referrals

Develop systems for follow-up

Target: 15-20 sales

Conclusion: Making a Difference While Building a Career

Final Expense sales isn't just about commissions—though they're excellent. It's about providing peace of mind to seniors who have worked hard their entire lives and want to know their families won't be financially stressed during an emotional time.

Every policy you sell potentially saves a family from:

Taking out loans

GoFundMe campaigns

Family arguments about money

Delaying funeral services

Choosing cheaper options than the deceased deserved

You're not selling insurance. You're selling dignity, peace of mind, and protection.

Ready to practice your Final Expense presentations in a risk-free environment? [Try SalesForge's AI training](#) and master the skills you need to succeed.