LeRoy Francis, Sr.’s Lifeline business is the telephone. It is never unattended. People from the community dial his digits when a loved one passes away. No matter what time of day or night, Francis will answer the call. Typically callers are not in the death care industry, and therefor lean heavily upon his expertise and experience to help then navigate the process of tendering final rites of a loved one. Throughout the process, those who call expect Francis to show care and compassion as they work together to finalize arrangements. In the end, if the family is pleased with the over all experience, chances are, the family will send will send future business his way. The funeral home business remains racially segregated and in Tyler, it is extremely competitive. With three black-owned funeral homes competing for business, each must care about more then the bottom line, if they are to thrive.