1,598 attendees measured one by one
Expo Living was a first edition: a real estate event with no prior reputation to lean on. We built and ran the full capture, registration, and measurement system — and by closing time we could say exactly who showed up, where they came from, and what they were looking for.
Real estate expo · July 25–26, 2026 · Hall G, Cintermex · Monterrey, Mexico
1,598
Unique attendees
Day 1: 886 · Day 2: 824
3,549
Registrations
own capture, no purchased lists
44.3%
Registration → attendance
measured floor, door scan
$45
Cost per registration
MXN · capture campaigns
An event nobody knew yet
A first edition has no track record to build trust on: no past editions, no reviews, no audience that already knows what it's about. And for free events the problem isn't filling out a form — it's whether the person actually shows up. Without a system that ties registration and door together, the organizer ends up with a signup count and no certainty.
- First edition: zero prior reputation to lean on.
- Free entry: registration is cheap, attendance is what's expensive.
- With no door measurement, there's no way to know which channel brought real people.
Four pieces, one system
Registration, database, check-in, and communication living in the same place. That's what makes person-level measurement possible instead of campaign-level.
Registration microsite
registro.expoliving.mx — a single page with countdown, conference agenda, exhibitor directory, and a form wired live into the CRM. Designed, built, and measured by us.
- 9,650 users
- 2,544 completed registrations
- ~26% conversion
Event CRM
Every registration lands as a record with city, stated interest, budget range, and financial institution. That's why the audience profile can be cross-referenced against actual attendance — it isn't a separate survey.
- 13,119 contacts
- 3,549 own registrations
- 9,569 list tagged separately
QR check-in
One code for both days, timestamping each entry. Live counter, name search if someone arrived without their code, tolerant of internet drops, and nothing to install: it runs on any phone or tablet.
- 1,598 measured attendees
- 112 came both days
- Name-search fallback
Email sequence
Five emails from the CRM on its own domain, built in Expo Living's identity — not generic templates — personalized with the name and stated interest from registration.
- ~15,300 sends
- Welcome + QR: 3,540
- Last call: 2,726
From impression to door
The auditable figure is the floor: 44.3% of registrants were checked in by scan. Using on-site registrants as known truth (they attended 100% and even so only 53.9% got scanned), the scanner captured roughly half of everyone actually present — which puts estimated real attendance at ~2,932 people (~82%). That's a statistical estimate, not a measurement: the number we stand behind is the floor.
How it compares
| KPI | Our result | Industry reference |
|---|---|---|
| Site conversion (visit → registration) | ~26% | 2–6% |
| Ad CTR (Meta) | 2.6% | 0.9–1.5% |
| Average frequency | 3.6× | 2–4× (healthy) |
| Registration → attendance | 44.3% | free event |
| Cost per attendee | $42 MXN | — |
Honest note: part of these numbers is boosted by the recognition of Cintermex and of the event brand. The two cost figures use different bases and aren't comparable — cost per registration takes only capture spend and the registrations it attributed; cost per attendee divides total spend across all attendees.
A lender partnership doesn't just add registrations: it adds registrations that show up
The form asked whether the person had been invited by a lender. Cross-referencing that answer with door check-in surfaced the pattern: of the 560 who said Infonavit invited them, 55.0% were confirmed at the door, versus 44.6% of those invited by nobody. A ten-point gap. Other institutions had marginal volume (BBVA 49, Banamex 11, Caja Popular 10).
That kind of read only exists when the registration question and the door scan live in the same system.
560
registrations invited by Infonavit
55.0%
of them confirmed at the door
+10 pts
above everyone else
Profile declared at registration
What are they after?
Top municipalities
85–92% field coverage. 69% selected the first budget range — entry and mid-market. 38% are between 25 and 34. 100% of registrants are from the Monterrey metro area.
15 exhibitors captured
Beyond the general public, the system captured exhibitor and brand registrations: five developers, five real estate firms, two financial institutions, two suppliers, and one broker. American Express joined two days before the event.
Sunday morning's email
Day 2 stood at 413 entries by midday. A last-call email went out only to people who had registered but hadn't yet appeared at the door — 2,726 of them — and Sunday afternoon closed at 824 entries, nearly matching Day 1.
413
entries by midday
824
at the close of Day 2
Segmenting by “registered but not attended” is only possible when registration and check-in are the same system. That email couldn't have been sent from a standalone email tool.
Where these figures come from
- 01Registrations and attendance come from the event CRM, cut off at the close of July 26. The registration site stayed online afterward, so its counter is higher today: the figures here are frozen at that date, which is the correct basis for measuring the event.
- 02“Attendee” means QR check-in at the door on at least one day. These are measured, auditable figures; actual turnout may have been higher.
- 03The 3,549 registrations are 100% own capture from the site and campaigns. The Expo Tu Casa cross-invitation list (9,569) is tagged separately and does not count as an own registration.
- 04Cost per registration = capture spend ÷ attributed registrations. Cost per attendee = total media spend ÷ unique attendees. Different bases, not comparable to each other.
- 05The registration software, CRM, and access measurement were rented and operated by us; the physical QR scanning used Cintermex's own scanners.
Have an event worth measuring like this?
If you're going to invest in filling a hall, it's worth knowing who showed up and why. Book a diagnostic and let's look at it.
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