Why Selling Sunset Is A Great Work Of Content Marketing

A scene from Season Four of Selling Sunset. (IMDB)

Nestled in the corner of Sunset Boulevard and Sunset Plaza Drive is the Oppenheim Group, a preeminent real estate brokerage in Los Angeles.
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The Oppenheim Group serves buyers and sellers of luxury properties in Los Angeles and beyond.

You’d probably drive past the brokerage without giving it a look.

Unless of course you’ve heard of Netflix’s Selling Sunset, a reality TV series that revolves around the drama that unfolds within the brokerage.

The show is now in its fourth season.

And it’s about a lot more than selling houses.

It’s about selling a lifestyle and an aesthetic many of us associate with Los Angeles: palatial houses in the hills with a side of sun, skin, stilettos, surf, and the frequent cameos of the iconic California fan palms that define Southern California.

Sure, there’s drama, too.

It’s the drama that keeps the audience engaged.

And like all stories, Selling Sunset will have a healthy dose of haters.

But I’m not here to write about whether Christine is the biggest villain we’ve seen on reality TV in recent memory. Or whether the beef between the cast of characters is real.

I’m here to look at why Selling Sunset is an amazing work of content marketing.

Content marketing is about attracting an audience through engaging storytelling to help a company generate leads and garner brand awareness.

As a content marketer, I would love to see the key performance indicators behind Selling Sunset and how that’s driving business for the Oppenheim Group.

Selling Sunset also does something else for the Oppenheim Group.

The luxury real estate market in California is competitive, with thousands of brokerages vying for business.

Selling Sunset allows the Oppenheim Group to stand above the crowd. It creates brand ubiquity for the brokerage.

After all, how many other real estate brokerages come to mind when you think of the sizzling luxury property market in LA?

The show has been nominated for a Primetime Emmy and has trended on social media several times.

Selling Sunset’s Executive Producer, Adam DiVello, illustrates how powerful storytelling can be for a brand’s growth.

In the latest season of Selling Sunset, we learn that the Oppenheim Group is expanding.

It’s fair to say that the brokerage’s content marketing efforts have been a success.

And the tourists outside the Oppenheim Group’s LA office prove it.