The Nurture Sequence
Not every lead is ready to book the day they first make contact. The nurture sequence keeps your business in front of those leads with a series of automated messages over several weeks, so you stay top-of-mind when they're finally ready to move forward.
What the Sequence Looks Like
The sequence runs 5 to 7 touches over approximately 45 days, alternating between SMS and email. The exact message count and timing is configured at setup.
| Touch | Day | Channel | Purpose |
|---|---|---|---|
| 1 | Day 0 (same day) | SMS | Immediate follow-up; introduce yourself and offer next step |
| 2 | Day 3 | Provide value; share a reason to choose you | |
| 3 | Day 7 | SMS | Check in; keep the door open |
| 4 | Day 14 | Social proof or offer; address hesitation | |
| 5 | Day 21 | SMS | Direct ask; easy path to book |
| 6 | Day 30 | Last-chance value message | |
| 7 | Day 45 | SMS | Final follow-up before the lead goes cold |
Messages are sent during business hours. The content is professional and consistent with your business, using your name and business name in the message.
When a Lead Enters the Sequence
A lead enters the nurture sequence when they make contact but don't book. The three main entry points are:
- Chatbot conversation — A visitor had an exchange with the AI chatbot but didn't book an appointment before leaving the conversation
- Missed-call text-back reply — A caller replied to the automatic text but didn't schedule anything
- Web form submission — A contact submitted a contact or quote request form on your website
- Manual import — TechForce or your team manually adds a contact with the nurture trigger tag
In all cases, the contact needs to have given SMS consent before receiving text messages. Contacts without the consent tag receive email touches only until consent is obtained.
When a Lead Exits the Sequence
A lead exits the nurture sequence when one of these things happens:
- Appointment booked: The contact books an appointment on your calendar. The sequence stops immediately and the contact moves to your booked pipeline stage.
- Opted out: The contact replies STOP, UNSUBSCRIBE, or a similar opt-out keyword. They are removed from the sequence and will not receive further automated messages.
- Replied with intent: If a contact responds to a nurture message and you take over the conversation manually, TechForce can configure the sequence to pause for that contact so your manual conversation isn't interrupted by automation.
Leads who make it through all 7 touches without booking or opting out exit the sequence quietly. They remain in your contacts and can be re-entered if you choose to run a reactivation campaign later.
What to Do With Leads Who Engage
When a nurture contact replies to a message, that reply shows up in your Conversations inbox. Treat it the same as any other inbound lead:
- Open the conversation thread
- Review the exchange so far
- Respond directly and move toward booking
- Once you're in the conversation, the nurture automation will pause for that contact so your messages and the sequence don't conflict
A reply to a nurture message is a strong buying signal. These contacts already know your business and are re-engaging after time has passed. Prioritize them.
If you notice a lot of replies coming in on touch 3 or 4, that's common. Leads often take a few touchpoints before they're ready to engage. Don't get discouraged if early touches produce no response.
What You Should Not Do
- Do not manually spam contacts who are already in the nurture sequence with additional messages. Let the automation run.
- Do not remove contacts from the sequence because they haven't replied yet. Most conversions happen in touches 3 through 5.
- Do not modify the sequence timing or content without consulting TechForce. Changes to the workflow can cause contacts to exit or re-enter incorrectly.