Funeral Home Market Report: Oakland County, MI
53 funeral homes, 2,824 Google reviews, and a 4.35 average rating — the lowest of any industry in Oakland County. A trust deficit that creates opportunity for well-reviewed providers.
Market snapshot
Data: Google Places API & US Census Bureau · Updated 2026-04-02Top funeral homess by Google reviews
Ranked by review count. Ratings and review counts from Google as of 2026-04-02.
| # | Business | City | Rating | Reviews |
|---|---|---|---|---|
| 1 | Neptune Society | Southfield | 4.9 | 287 |
| 2 | White Chapel Memorial Park Cemetery | Troy | 2.6 | 210 |
| 3 | National Cremation Society | Bloomfield Hills | 4.9 | 184 |
| 4 | Wint Funeral Home | Village of Clarkston | 4.9 | 158 |
| 5 | A. J. Desmond & Sons Funeral Directors | Troy | 4.9 | 156 |
| 6 | Pixley Funeral Home | Rochester | 4.9 | 143 |
| 7 | RG & GR Harris Funeral Homes & Cremation Services | Livonia | 4.4 | 130 |
| 8 | Haley Funeral Directors | Southfield | 4.8 | 114 |
| 9 | Christian Memorial Gardens West | Rochester Hills | 3.5 | 108 |
| 10 | Elton Black & Son Funeral Home | White Lake | 4.9 | 100 |
| 11 | Mercy Funeral Home LLC | Hazel Park | 4.3 | 88 |
| 12 | Generations Funeral & Cremation Services | Farmington Hills | 5 | 88 |
| 13 | Gramer Funeral Home | Clawson | 4.9 | 85 |
| 14 | Kemp Funeral Home & Cremation Services | Southfield | 4.3 | 62 |
| 15 | Lynch & Sons Funeral Directors | Waterford Township | 5 | 60 |
Funeral Homess by city
How providers are distributed across Oakland County.
| City | Count | Avg rating | Total reviews |
|---|---|---|---|
| Southfield | 5 | 4.6 | 521 |
| Royal Oak | 4 | 4.9 | 88 |
| Troy | 3 | 4.1 | 416 |
| Rochester | 3 | 3 | 176 |
| Farmington Hills | 3 | 4.7 | 138 |
| Waterford Township | 3 | 4.7 | 119 |
| Farmington | 3 | 3 | 39 |
| Pontiac | 3 | 4.2 | 38 |
| Bloomfield Hills | 2 | 5 | 186 |
| Village of Clarkston | 2 | 4.8 | 165 |
| Clawson | 2 | 4.9 | 131 |
| Madison Heights | 2 | 4.7 | 78 |
| Auburn Hills | 2 | 4.9 | 33 |
| Novi | 2 | 5 | 39 |
| Livonia | 1 | 4.4 | 130 |
| Rochester Hills | 1 | 3.5 | 108 |
| White Lake | 1 | 4.9 | 100 |
| Hazel Park | 1 | 4.3 | 88 |
| Keego Harbor | 1 | 4.9 | 55 |
| Walled Lake | 1 | 4.7 | 55 |
| Sterling Heights | 1 | 4.5 | 40 |
| Orion Township | 1 | 4.7 | 27 |
| Oxford | 1 | 4.9 | 19 |
| Lake Orion | 1 | 4.1 | 14 |
| Ferndale | 1 | 4.2 | 10 |
| Berkley | 1 | 4.6 | 7 |
| Pleasant Ridge | 1 | 4.8 | 4 |
| MI 48323 | 1 | 0 | 0 |
Market analysis
Geographic concentration
Southfield leads with 5 funeral homes, followed by Royal Oak (4), Troy (3), and Rochester (3). Coverage is thin relative to the county's 1.27 million population — just 4.2 funeral homes per 100K residents. Many communities rely on providers in neighboring cities.
Rating landscape
At 4.35, funeral homes have the lowest average rating of any industry in Oakland County. Several providers sit below 4.0, which is highly visible in a trust-driven category. Neptune Society Southfield leads with 287 reviews, but White Chapel Troy — despite 210 reviews — carries a concerning 2.6 rating that drags down consumer trust in the entire category. National Cremation Society is third with 184 reviews.
Demographics
Market gaps
- Lowest average rating of any industry (4.35) — several providers below 4.0. Trust deficit creates opportunity for well-reviewed homes
- White Chapel Troy has 210 reviews but a 2.6 rating — a cautionary tale about volume without quality
- Most funeral homes have fewer than 50 Google reviews, well below the threshold that builds trust in search
- Few providers have complete GBP profiles with service menus, pricing transparency, chapel photos, or virtual tour links
What this data means for your funeral home
Funeral home selection is one of the most trust-sensitive decisions families make. Oakland County's 4.35 average rating — the lowest of any industry — means families are approaching their search with heightened skepticism. That's your opportunity if you earn their trust.
A 4.35 average rating means trust is in short supply
Oakland County's funeral home average (4.35) is the lowest of any industry we've analyzed in the county. Several providers sit below 4.0 stars. When families search for a funeral home during the hardest week of their lives, they're scanning for reassurance — and a market average this low makes every negative review more visible. A funeral home with a 4.8+ rating and 100+ reviews immediately stands out as the trustworthy option. The bar is lower than you think.
White Chapel's 2.6 rating is a warning — and a lesson
White Chapel Troy has 210 reviews but a 2.6 rating. That's the most-reviewed low-rated provider in any industry in Oakland County. It proves that review volume without quality is a liability, not an asset. For competitors, it's also an opportunity — families searching for funeral homes in Troy will see White Chapel's low rating and actively seek alternatives. If you're a well-reviewed provider serving Troy, those families are looking for you.
53 reviews average means the review bar is extremely low
The average funeral home in Oakland County has just 53 Google reviews. Neptune Society leads with 287, but most providers have far fewer. A funeral home that reaches 100+ reviews with a 4.7+ rating would be in the top tier of the entire county. In a trust-driven industry, this combination of volume and quality creates a near-unbeatable competitive advantage in local search.
Oakland County families are researching more than you think
With $91K median household income, Oakland County families are thorough researchers — even during crisis moments. They compare providers, read reviews, look at facility photos, and check for pre-planning options online. A complete GBP profile with chapel photos, service menus, and empathetic review responses doesn't just improve your search ranking — it provides the reassurance families need to pick up the phone.
How we help funeral homes build lasting visibility
We run local SEO and Google Business Profile optimization for funeral homes. Every piece of the strategy is built around how families actually search when they need you — with the sensitivity and accuracy this industry demands.