Agencia Al Punto: AI for 99% of the leads, the salesperson for the 1%

Who Al Punto is

Al Punto is a real estate marketing and sales agency with 14 years in the market and operations in Lima and Miami. It works for real estate developers, taking their projects to market from the campaign all the way to the sales room. It was founded and is run by Gisella Malca, and its philosophy fits in two words: say, do.

If you say you are going to do it, you do it. We apply it inside the team, with our clients and with our sales team.

Gisella describes herself as "extremely curious", and that curiosity took her to artificial intelligence early. For her there is a before and an after: over the last 18 months many roles have changed inside Al Punto, which is a small company, and since then her goal has been to bring AI into every business unit.

The challenge: salespeople turned into "lead-answering robots"

Meta campaigns generated a large number of leads, and every one of them had to be answered. The problem was that there was no way to tell, up front, the lead with real buying intent, the one worth inviting to the sales room, from the rest. According to Gisella, 99% of them never convert.

My salespeople, who were stars in the sales room, had turned into lead-answering robots.

The cost was not only time. While the team was answering messages, nobody was working the other channels: referrals, the existing client base, the strategy. Gisella was one of the first to say it out loud: Meta is just one channel and explains only part of the sales. What about the other 70 or 80%?

On top of that, the contact center kept needing more people: day shifts, after hours and nights, answering nonstop. Payroll kept growing and, when she looked at the KPIs, profitability and return, the numbers did not add up. The conclusion was clear: combine AI and automation to answer the 99% of leads that do not convert, and let the salesperson focus on the 1%.

The solution: a team that already understood the business

When Pascal showed up, Gisella sums it up like this: "my prayers were answered". What won her over first was sitting down with Rebeca and Derek from Pascal and finding people who understood the real estate business model perfectly.

That was check, check, double check, because they already had the pain points mapped out and were very eager to understand the process from inside the pipeline.

What changed

In the first month working with Pascal, Al Punto closed a sale. Now, three months into using the tool, the work continues: adjusting the technology and the people who run it, checking whether the KPIs they measure are the right ones and spotting whether the process slipped at any point.

It is not like you press play and it runs on its own. You have to adjust the technology, the people running it, whether the KPIs we are measuring are the right ones. This is alive, and that is where we are.

Her read on the market

Gisella is optimistic about real estate in Peru: a country with a young population and a housing deficit that is still far from covered, where people will keep needing to buy an apartment, a house or a plot of land. And she sees AI everywhere: in answering and following up with customers, more and more personalized, in construction costing and in design.

You should be afraid if you have not brought AI into your life yet. We are no longer at the point of convincing anyone they need to use it. That is over.

Why Pascal

Speed. The Pascal team comes from the corporate world, with exposure to large projects and budgets, but it also learned that things there can be slow. In the world where Al Punto and its clients, the real estate developers, operate, whoever is slow loses. Pascal arrived with speed, with efficiency and without the fluff, even when something had to be fixed. And with a way of talking that Al Punto looks for in its partners: straight.

Hey, this is going great. Hey, I am getting this wrong. We fix it, and that is fine. That is business. I found that in Pascal the first time I met them, and I keep finding it.