Veteran families represent a significant segment of the monument market, and they have unique options available to them that other families do not. Understanding the VA's headstone and marker program thoroughly — including what is available, how to apply, and how private monuments interact with government markers — allows you to serve veteran families with genuine expertise and build a reputation in this important market segment.
The Department of Veterans Affairs provides free headstones, markers, and medallions to eligible veterans. Eligibility is broad: any veteran who was discharged under conditions other than dishonorable, and who died on or after November 1, 1990, may be eligible. For veterans who died before that date and are buried in a private cemetery, eligibility depends on whether a privately purchased headstone or marker was placed at the time of burial. The VA program also covers reservists and National Guard members who died on active duty, and spouses and dependents buried in national cemeteries.
Government-furnished markers come in three standard types: upright granite (white marble or gray granite, 42 inches long by 13 inches wide by 4 inches thick when installed), flat granite or marble (24 inches long by 12 inches wide by 4 inches thick), and flat bronze (24 inches long by 12 inches wide). The standard inscription includes name, dates of birth and death, branch of service, rank, and an optional religious emblem (one of over 80 approved emblems is available). There is no cost to the veteran's family for the marker itself or for shipping to the cemetery; however, the family or dealer is responsible for installation/setting costs at the cemetery.
Applications for government-furnished markers are submitted on VA Form 40-1330 (for veterans buried in private cemeteries) or handled through the National Cemetery Scheduling Office (for veterans being interred in national cemeteries). The form requires a copy of the veteran's discharge papers (DD-214 or equivalent). Processing time varies but is typically 6–10 weeks for private cemetery markers. The marker ships directly to the cemetery or to an address specified on the form.
As a monument dealer, your role with veteran families often involves one of three scenarios: (1) The family wants only the free VA marker and needs help coordinating delivery and setting — you can offer setting services and earn a modest fee. (2) The family wants a private monument in addition to or instead of the VA marker — some families choose a private marker of their preferred stone and design, forgoing the government marker. (3) The family wants the VA marker but also wants to add a private base or companion stone — the VA marker can be set on a private granite base, which you supply and set.
Private monuments for veterans can incorporate military emblems and patriotic design elements beyond what the VA marker provides. Service branch emblems, the American flag motif, military insignia, and patriotic epitaphs are all popular customization choices. Many suppliers offer a range of veteran-specific artwork stencils that can be applied via sandblasting. Families often respond emotionally to seeing these design options — a monument that honors the veteran's service in a visible, personal way is meaningful to the family for generations.
Building relationships with veterans' organizations — local VFW posts, American Legion chapters, and Gold Star Families groups — is a marketing strategy worth considering if you are near a base or in a region with a high veteran population. These organizations often help families navigate memorial options and can be valuable referral sources for a dealer who is known for supporting veteran families professionally.