Villa Martina Residences
PropTech · digital operations
65%
improvement in sales & ops efficiency
// CONTEXT
APYCA brought me to Punta Cana to assess the project's technology and sales state. Everything ran on Excel — manual files, folders, no sales digitalization and no real-time construction tracking for management or buyers. The goal was to unify sales, marketing and operations into one digital flow.
// IMPLEMENTED SOLUTION
New website to build trust and capture leads. AlterEstate CRM implementation focused on sales and collections, migrating all data from Excel and connecting it with Google Workspace. Construction process automation in Monday with tracking dashboards. Rebranding through the APYCÁPSULAS — team interview videos — email campaigns tied to social and 360° tours bringing the project closer to out-of-country buyers. Three months of implementation with continuous team support.
// RESULTS
65% improvement in operational and sales efficiency. Web, CRM, automation, analytics and IT support running as one ecosystem over an $18M+ residential project.
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