Executing the 180-Day "Not Yet Ready" Nurture sequence

The 180-Day “Not Yet Ready” Nurture Sequences help advisors maintain relationships with prospects who have completed a Discovery Meeting, received recommendations, and are not ready to move forward.

These sequences provide relevant educational content and keep the conversation open while prospects consider their next steps.

There are four versions of the sequence, each tailored to a different prospect persona:

• Working Professional: Professionals building their financial foundation.
• Pre-Retiree: Individuals within 5–10 years of retirement.
• Business Owner: Individuals balancing personal financial goals with business priorities.
• Retiree: Individuals who are already retired.

Duration: 180 days
Enrollment: Manual; select the appropriate sequence for the contact
Purpose: Maintain engagement with prospects who may be ready to move forward in the future.

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When to use these sequences

Use a 180-Day “Not Yet Ready” Nurture Sequence when a prospect:

• Has completed a Discovery Meeting with an advisor.
• Has received advisor recommendations.
• Is not ready to move forward at this time.
• Remains open to future communication.

The prospect's persona helps you determine which of the four sequences is most appropriate.

Important: You do not need to populate the Lead Nurture – Persona property to enroll a contact. Use the persona descriptions in this guide to select the appropriate sequence directly.

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Do not enroll

• Prospects who have not completed a Discovery Meeting.
• Prospects who have not received advisor recommendations.
• Contacts who are ready to move forward and should instead receive the appropriate next steps.
• Contacts who are no longer interested in receiving communication or have asked not to be contacted.
• Contacts who are already enrolled in the same sequence or whose existing enrollment makes additional outreach inappropriate.

Before enrolling, review the contact's recent interactions and confirm that continued outreach is appropriate.

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Choose the right sequence

Use the following persona descriptions as a guide. Choose the sequence that best reflects the prospect's current financial stage and priorities, based on your conversation.

Prospect persona	Use this sequence when the prospect is…	HubSpot sequence
Working Professional	A high-income professional building their financial foundation and working toward financial goals.	180-Day Working Professional Nurture
Pre-Retiree	Within approximately 5–10 years of retirement and preparing for the transition.	180-Day Pre-Retiree Nurture
Business Owner	A business owner whose financial priorities include business growth and personal financial planning.	180-Day Business Owner Nurture
Retiree	Already retired and focused on managing finances throughout retirement.	180-Day Retiree Nurture

Not sure which persona to choose? Use what you learned during the Discovery Meeting and the prospect's current priorities. If multiple personas seem relevant, choose the one that best reflects their primary financial needs. Do not enroll the contact in multiple persona sequences simply to test which content fits.

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Before you enroll a contact

Confirm that:

1. The prospect meets the enrollment criteria above.
2. You have selected the sequence that best matches their persona.
3. The contact's name, email address, and assigned advisor are correct.
4. Continued communication is appropriate and the contact has not requested to stop receiving outreach.
5. The contact is not already enrolled in the same sequence or receiving conflicting outreach.
6. The contact's time zone is appropriate for the scheduled emails.

Once these checks are complete, you can manually enroll the contact in the selected sequence.

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How to enroll a contact

1. Open the contact's record in HubSpot.
2. Select Enroll in sequence.
3. Search for and select the appropriate 180-Day “Not Yet Ready” Nurture Sequence using the persona guide above.
4. Review the enrollment settings, including the sending time zone and email personalization, where applicable.
5. Confirm the enrollment.

You do not need to update the Lead Nurture – Persona property as part of this process.

For additional enrollment instructions, refer to How to enroll a contact in a HubSpot email sequence.

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What happens after enrollment

Once a contact is enrolled:

• HubSpot manages the sequence's scheduled outreach according to its configured settings.
• The contact receives the emails associated with the selected persona sequence.
• Any configured tasks are added to the advisor's HubSpot task queue.
• The advisor remains responsible for monitoring engagement and responding when the prospect interacts.

You do not need to manually send the scheduled sequence emails. Complete any assigned tasks and follow up directly when the prospect engages.

The four sequences are maintained separately. Selecting the appropriate sequence ensures that the prospect receives the content designed for their financial stage and priorities.

When a contact responds

Stop sequence outreach when the prospect begins a meaningful conversation, books a meeting, or asks not to be contacted.

If they reply by email

HubSpot may automatically unenroll the contact when it detects a reply, provided the relevant sequence setting is enabled.

Confirm that the contact is no longer enrolled. If they remain enrolled, manually unenroll them.

Continue the conversation directly outside the sequence.

If they book a meeting

HubSpot may automatically unenroll the contact when it detects a qualifying meeting booking, provided the relevant setting is enabled.

Confirm that the contact is no longer enrolled. If the meeting was arranged outside HubSpot or automatic unenrollment did not occur, manually unenroll them.

Proceed with the meeting and the appropriate follow-up.

If they respond by phone or another channel

Manually unenroll the contact when a conversation begins. Do not assume HubSpot will detect responses received outside the channels supported by the sequence's unenrollment settings.

If they ask you to stop contacting them

Immediately unenroll the contact if they are still enrolled, and record their request in HubSpot so their communication preferences are respected.

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How to manually unenroll

1. Open the contact's HubSpot record.
2. Locate the sequence enrollment information.
3. Select Unenroll and confirm.

If automatic unenrollment does not work as expected, contact HubSpot/Advisor Marketing.

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Personalizing the outreach

If you need to personalize an email for an individual contact, review the available personalization options during enrollment.

To create a reusable version for your own outreach:

1. Go to Sales > Sequences and open the appropriate approved 180-Day Nurture Sequence.
2. Select Edit, then Make copy to create a separate sequence.
3. Give your copy a clear name, such as [Advisor Name] | 180-Day Working Professional Nurture, and select a folder.
4. To personalize an automated email in your copy, open the email step's three-dot menu and select Edit email.
5. Save your changes as a new email template with a distinct name. Do not overwrite the original template.
6. Repeat for any other emails you want to personalize, then save your sequence.

Important: Copying a sequence does not necessarily create separate copies of its email templates. Save each modified email as a new template to protect the shared version.

Keep the approved sequence timing, call tasks, and unenrollment settings unchanged unless HubSpot/Advisor Marketing has approved the changes.

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Send timing

Before enrolling a contact, review the sequence's sending schedule and the time zone selected in the enrollment settings.

• Confirm that the time zone matches the contact's location.
• Review the scheduled sending days and times.
• Follow any applicable communication pauses or quiet-day restrictions.

For specific restricted dates, refer to the Quiet Days and Weeks page.

If you are unsure about the sending schedule or the appropriate time zone, contact the Farther Helpdesk.

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When to ask for help

Contact the Farther Helpdesk if:

• You cannot find or enroll in the appropriate sequence.
• An expected email or task does not appear.
• An email comes from the wrong advisor.
• Personalization in an email is incorrect.
• Outreach continues after a contact responds.
• You are unsure which sequence is appropriate for a prospect.
• You encounter another unexpected issue.

When submitting a ticket, include the contact's name or email, the sequence involved, what you expected to happen, what happened instead, and a screenshot if available.