A rate-relief campaign that turned hesitation into 109% over KPI.

Real estate buyers were sitting on the fence, with interest rates framed as the main barrier to committing. The Aspira needed a message that met that hesitation head-on, not another generic project-launch ad competing for the same scroll.

We built the media plan around 4 buying models — CPR/CPV for reach-efficient awareness and CPE/CPC for intent — split 65% toward Real Estate Set Targeting for category authority and 35% toward User Behavior Targeting for in-market buyers. Creative ran across Facebook, TikTok, YouTube, GDN & ADX pairing an interest-rate relief message with proof-of-progress content (the 30-day-ahead-of-schedule construction milestone) to convert hesitation into trust.

The combined push landed 109% over KPI, with a 65% session rate and an average time on site of 1m 15s — signals that the audience wasn't just clicking through, they were staying to actually consider the project.