• A cemetery business generating over $6 million annually broke down exactly what drives its revenue in a viral video
  • COO Raymond Burr revealed the four core products the business sells, including burial plots, vaults, and memorials priced up to $11,300
  • Despite the multi-million dollar turnover, the company said it is reinvesting every dollar of profit back into the business

A cemetery business turning over more than six million dollars each year has pulled back the curtain on exactly how it makes its money, and the breakdown is far more structured than most people would expect.

In a professionally produced video shared on Facebook, the company's COO, Raymond Burr, walked viewers through the four revenue streams that keep the business running: burial plots, burial vaults, professional services such as opening and closing of grave sites or mausoleum crypts, and memorials, commonly known as headstones.

**What the Business Actually Sells**

On-screen pricing data displayed during the video gave viewers a concrete sense of the numbers involved. A burial vault, described as an outer container placed in the ground, is priced at $1,795, while memorials range from $2,130 to $11,300 depending on the specification. Professional services represent a third income line, and burial plots complete the quartet.

The footage alternated between Burr speaking in a wood-panelled office and aerial drone and handheld shots of the cemetery grounds, including headstones, burial vaults, and staff carrying out their daily work.

**A Nonprofit Mindset With Commercial Scale**

Despite the sizeable turnover, Burr said the business is not extracting profit for its own sake. Every dollar earned is being channelled back into the operation, with the long-term goal of improving the cemetery grounds as the primary focus.

"We're still putting in every single dollar of profit back into this business," he said. "Our goal is very much almost thinking like a nonprofit in values where we want to reinvest back into these spaces to improve them."

He identified salaries as the largest operating expense, followed by spending on the grounds themselves, which he described as the company's most important brand asset.

"That is what we're judged on. That is our number one brand asset," Burr said of the cemetery's physical appearance.

The scale of the record-keeping also offered a striking glimpse into the business's history. The company maintains rooms filled with filing cabinets, holding hundreds of thousands of individual records corresponding to the people buried across its sites.