From Tass Construction Group to TASS architects + builders – a five-year strategic partnership.
Services: Marketing Strategy Workshop, Meta Ads, Google Ads, SEO, Communications Planning, Blogs, Newsletters, Email Automation, B2B Architect Outreach
Partnership: 2021 – 2026 (5-year partnership)
Most builders grow their business. TASS grew a brand
Most case studies lead with ad metrics. This one is different. The TASS story is about what happens when marketing is treated as a strategic function – not a service.
Over five years, SSM and TASS worked together to evolve a brand, build an audience, and position a business for the next decade.
Where It Started
In 2021, TASS Construction Group was a boutique Sydney builder with exceptional craft, a compelling founder story, and a digital presence that didn’t yet match either. Brothers Aaron and Ben Tass had built the business from their parents’ kitchen table – Aaron with a Masters in Engineering Management, Ben with a carpenter’s apprenticeship and his builder’s licence – and they had a clear vision: take on a select number of projects each year, deliver a luxury end-to-end building experience, and change the stigma around building in the process.
What they didn’t yet have was a brand architecture or a marketing system to support where they wanted to go.
The Brand Evolution
After 3 years of working together, SSM facilitated a Marketing Strategy Workshop with TASS in February 2024 – a strategic session that mapped business objectives through to channel execution.
The output wasn’t a media plan. It was a brand evolution roadmap that clearly showed how marketing was to support the bigger business vision of becoming TASS architects + builders.
| Time | Marketing activity |
| 2021–22 | SSM engagement begins. Meta ads account built from scratch across Inner West and Sutherland Shire. Email list established. Brand awareness and lead generation campaigns launched as TASS Construction Group. |
| 2023 | The business transitions language and positioning toward Design + Construct. First major HIA wins (3 awards). Scarborough project on the cover of Grand Designs magazine. Email list surpasses 1,000 subscribers. SSM integrates award wins into Meta ad creative and newsletter communications. |
| Feb 2024 | SSM Marketing Strategy Workshop. Business objectives mapped: $12.5m revenue in 2024 growing to $20m by 2029. Rebrand from Tass Construction Group to TASS architects + builders scoped. Two marketing objectives defined: Build Architectural Design Credentials, and Build Desirability. Communications plan developed across Meta, email, social, blog, PR, and events. |
| 2024 | TASS achieves HIA NSW Professional Builder of the Year and Emerging Builder of the Year in the same year – an uncommon double. Two MBA Excellence in Housing Awards. National MBA finalist. SSM activates award wins across Meta ads, newsletter, and social. Communications plan rolls out across all channels. |
| 2025–26 | TASS relaunches as TASS architects + builders – the brand destination identified in the 2024 workshop. Back-to-back HIA Emerging Builder win. National HIA Professional Builder finalist. Website users grow 86% on 2023. Conversions grow 162%. Email subscriber list reaches 2,931. |
| THE STRATEGIC PARTNERSHIP
In 2024, SSM facilitated a strategy workshop that mapped TASS’s journey from construction group to architects + builders. By 2026, that rebrand was complete. The marketing didn’t follow the strategy – it was completely integrated from the start. |
Building the Audience
One of the most tangible markers of the partnership’s depth is the email list. In 2020, it didn’t exist. By 2026, TASS had 2,931 subscribers – built entirely through SEO, Meta and Google lead generation, and referral.
| Metric | 2023 | 2024 | 2025 | Change |
| Email subscribers (cumulative) | 1,490 | 1,874 | 2,931 | +96% |
| Website users | 14,835 | 18,325 | 27,555 | +86% |
| Website sessions | 16,044 | 19,925 | 30,676 | +91% |
| Website conversions | 125 | 258 | 328 | +162% |
▸ Source: Google Analytics 4 – Annual data extracted 1 Jan – 31 Dec for each year. ‘Conversions’ = contact form submissions and enquiry completions as configured in GA4 at time of export.
▸ Email subscriber count: Campaign monitor contact list as at May 2026 – cumulative from list inception in 2021.
▸ Percentage changes in the ‘Change’ column compare 2023 to 2025 (3-year period).
The email list is more than a vanity metric for a boutique builder. With an average project value of $1.5m+ and a 12-to-22-month buyer consideration window, a subscriber who stays on the list is a prospective client staying warm. A list of 2,931 represents years of nurture that will continue to flourish as the business grows.
These don’t work in isolation. Meta created the awareness. Content and SEO captured it. The brand made people come back.
What the Marketing Strategy Workshop Built
The February 2024 SSM Marketing Strategy Workshop produced more than a plan. It surfaced the strategic clarity TASS needed to make decisions about brand, audience, and positioning.
The Brand Destination
The workshop mapped a phased rebrand: from Tass Construction Group to Design + Construct to TASS architects + builders. Each phase had a communications strategy to support it. By 2026, TASS had completed the final step – a brand that reflects both the registered architects and licensed builders on the team.
The Business Objectives
Revenue from $12.5m in 2024 to $15m by 2027 to $20m by 2029. The lead model shifting from volume to quality. Moving from 50/50 Design + Construct to 100% D&C by 2029.
▸ Business objectives sourced directly from the SSM Marketing Strategy Workshop output document, February 2024.
| THE OUTCOME
The brand essence defined in the workshop: ‘Changing how homes are built.’ Five years into the partnership, the rebrand is complete, the awards cabinet is full, and the business is on track for its 2029 revenue target. |
What TASS says about working with Sea Salt
“We’ve worked with Sea Salt Marketing for 5 years and they’ve been a great team to have alongside us.
What stands out most is their understanding of the residential construction industry and their ability to align SEO, paid advertising and lead generation activity with broader business objectives. They are responsive, professional and easy to collaborate with, while also being willing to challenge ideas and contribute strategically when needed.
They’ve supported us across SEO, Google Ads, Meta advertising and email automation over the years and have always approached the relationship as a genuine partnership. I’d happily recommend them to any builder looking for a team with strong industry knowledge and a practical, collaborative approach.” Ben Tass, Director TASS Architects + Builders
Looking for a strategic marketing partner that gets the building industry?
SSM works exclusively with residential builders across Australia and New Zealand. We don’t just run campaigns – we help builders build brands that match the quality of what they build.
