This unconventional "Barbie apartment" blew up online: what practitioners can learn

In real estate, no two listings are ever the same. Homes come in all kinds of shapes, styles, and surprises, and every now and then, a property practitioner is handed a true curveball. It’s in these moments that creativity, adaptability, and marketing instinct matter most.

One practitioner recently turned an unexpected brief into an opportunity, proving that when you highlight a property’s one-of-a-kind character instead of fighting it, you can unlock remarkable attention and engagement. Here’s how they did it — and what you can take into your next unconventional listing.

Seeing potential through pink-coloured glasses

When faced with a property that could have been seen as a challenge, Nuno Brízido from Chas Everitt International instead spotted a chance to transform a daring design into a talking point. He took on a top-floor apartment in a secure Bryanston estate where every single room was designed in vibrant shades of pink.

His video walkthrough showcased the living room, dining area, bedrooms, bathroom, and kitchen, all embracing the vivid colour and matching décor. Leaning into the apartment’s uniqueness, Brízido quipped, “If Barbie had to buy an apartment in South Africa, this would be the one.”

Taking the leap with pink paid off. The property quickly captured attention online, amassing 197K views on Facebook and 966.1K on TikTok, and was featured in publications like Briefly News and 2oceansvibe.

Comments poured in, reflecting a mix of love and surprise at the aesthetic. Some viewers fell in love with the bright, bold take on home design and playfulness, while others found the colour overwhelming. However, Brízido’s walkthrough was universally recognised as a highlight and proved a masterclass in turning an unconventional home into an effective marketing showcase.

Lessons in embracing the unexpected

When faced with an unconventional home, property practitioners can be daunted. Brízido showed that playing up a property’s distinctiveness can resonate with the right audience. Here’s how he did it:

Give the property a narrative: Brízido branded the apartment as “Barbie’s penthouse”, linking the property to a globally recognised, fun, and aspirational brand. This instantly framed the apartment as a lifestyle statement, making it more shareable and memorable. The popularity of the Barbie movie in South Africa (topping the local box office in 2023 with R50,244,933.08 in earnings) added cultural relevance and buzz.

Define a buyer persona: Brízido identified the ideal buyer as bold, adventurous, and valuing individuality. This made it clear who would be drawn to the property, attracting attention from the right audience rather than trying to appeal to everyone.

Dress the part: By wearing a pink shirt that matched the apartment’s colour scheme, Brízido reinforced the branding. It also created a cohesive visual story, subtly signalling that the boldness of the apartment was intentional and stylish.

Emphasise options: By highlighting that the apartment could be repainted before registration in the YouTube description, Brízido addressed potential objections upfront while still celebrating its current uniqueness. This reassured buyers who might be hesitant about the colour scheme.

Engage with viewers: Brízido responded to comments on TikTok, e.g., when its_H.OPIE🎀⭐️ remarked the home would look better in a neutral shade, he replied, “It’s one brush of paint away from being white 😁😜!”. This approach humanised the listing, encouraged conversation, and amplified his reach.

Highlight key features: Before walking viewers through the apartment, he emphasised the price, amazing views, and amenities like the clubhouse, swimming pool, office, and chill-out areas. This ensured that the novelty of the pink design didn’t overshadow the apartment’s tangible value. The build-up also added a level of intrigue at the start. 

Use descriptive language: Using phrases like “curated to create that pink lifestyle” in his walkthrough positioned the apartment’s scheme as thoughtfully done rather than a gimmick.

Invest in professional videography: By having a cameraperson follow him through the apartment, Brízido captured the property’s best angles, the flow of the rooms, and the vibrant colours, creating visually engaging content.

Show potential for personalisation: Brízido highlighted that buyers could envision their own furniture and tweak the space to suit their preferences. This framed the apartment as both unique and flexible, making it feel more accessible to different buyers.

Promote across platforms: Sharing the property on TikTok, Facebook, Instagram, and YouTube amplified its reach and helped the unconventional design go viral. Each platform leveraged different audiences, showing the apartment’s appeal in multiple contexts.

Turning boldness into business

In the end, the success of the “Barbie apartment” is less about a bright colour scheme than it is about mindset. Brízido’s approach shows that properties that might initially seem tricky can become marketing gold if you lean into their personality. By telling a story, defining the right audience, and using creative marketing tactics, practitioners can turn unconventional homes into memorable listings that capture attention and drive engagement.