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Chapter 2 · The Invisible Report Card: How Mexican Families Choose a School

44% of inquiries never got a reply.

The sector’s average response time: 14 hours and 23 minutes. By then, another school has already greeted the family by name.

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44% of inquiries never got a reply. The sector’s average response time: 14 hours and 23 minutes. By then, another school has already greeted the family by name.
Source: UPCEA, Enrollment Process Review: Secret Shopper Analysis 2025 (1,000 inquiries to educational institutions)
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44% of inquiries to schools never get a reply (study of 1,000 inquiries)

The largest secret shopper study ever conducted in the education sector, 1,000 inquiries from leads, found that 44% never got a reply. Not fast, not slow: none at all. And the average response time among those that did answer was 14 hours and 23 minutes.

In our diagnostics of Mexican schools we see the same pattern, made worse by office hours: the Sunday night message gets answered, if at all, on Monday after the staff meeting. By then another school has already greeted the family by name, asked about their child and offered two times for a campus tour. The family never said no. They fell away in the silence.

Of the last 40 families who wrote to your school, how many got a reply? If you don’t know the number, you already know the problem.

The data

The table behind the chart

FigureWhat it is
44%of lead inquiries to educational institutions got no reply. Not fast, not slow: none.
Source and method

Where it comes from

Source: UPCEA, Enrollment Process Review: Secret Shopper Analysis 2025 (1,000 inquiries to educational institutions).

Document. P1-02 · The Invisible Report Card: How Families Decide (July 2026), by SuperLeads. Every figure keeps its official or international source; when the source gives a range, the range is shown here. Methodology.

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This data point airs as a YouTube Short (in Spanish) on December 2 at 7:30 p.m. Mexico City time. See the series playlist

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← Previous8 in 10 third-year middle school students did not reach the expected learning outcomesNext →93% of families are online between 9 p.m. and midnight; the school closes at 3

Keep going with the series

See all 26 data points
Families research at night. The school answers from 7 to 3.
The Reality of Education · P1-0293% of families are online between 9 p.m. and midnight; the school closes at 3Asociación de Internet MX, Estudios de Hábitos de Usuarios de Internet en México (eds. 14–15). School office h
78% buy from whoever answers first. Only 7% answer within 5 minutes.
The Reality of Education · P1-0278% buy from whoever answers first; only 7% of organizations reply within 5 minutesMIT / InsideSales.com, Lead Response Management Study (Oldroyd); Lead Response Management / Drift: only 7% res
Reply within 5 minutes: 21 times more likely to qualify the lead.
The Reality of Education · P1-02Replying within 5 minutes makes a lead 21 times more likely to qualify than replying at 30 minutesMIT / InsideSales.com (Dr. James Oldroyd), Lead Response Management Study; Harvard Business Review, “The Short
Enrollment X-Ray

And your school — where does it stand?

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  • Your occupancy, conversion and cost per student, against your peers
  • How much money you leave on the table every cycle, in numbers
  • What to change first, in order

No commitment. We work with owners and directors of private schools and universities. Sessions are held in Spanish.

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