“Welcome to luxury!”says the catchphrase that went viral in Alphaville, a stronghold of luxurious condominiums in Greater São Paulo. The author: Mônica Poplawski, owner and sole employee of Alphahousera brokerage specializing in the sale and rental of mansions.
On Tik Tok, she already has more than 725 thousand followers. On Instagram, another 230 thousand. Monica is part of the crop of “brokers to the stars” who became digital influencers. In her favor, she has a curious previous experience in television that serves as a differentiator.
Long before becoming a broker, Mônica was a “telehost” (a type of official stage assistant to the presenter) and was by his side in some moments that went down in TV history. It was she, for example, who helped remove Silvio from the water tank where he fell during a game on his Sunday program. The scene was recalled several times during the .
“Having worked on TV helped me a lot with communication, understanding editing and having an attitude when recording. But I’ve always worked in sales, including when I was a telephone host for Silvio and Gugu [Liberato]because we only recorded on Thursdays, Saturdays and Sundays”, Mônica told InfoMoney.
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The broker “of millions” records most of the content posted on social networks with the help of her son and in unique sequences, without making mistakes – even though she occasionally has to deal with unforeseen events. He already ran away from a dog in the middle of a recording and took a bath from the sink of a luxurious kitchen while showing off its features.
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In the video that presents a mansion valued at R$110 million, the most expensive in Alphaville, Mônica surprises herself by playing the property’s very expensive grand piano. It’s like you’re starring in your own reality show.
“We arrive at the houses and what we see, we show and record. There’s no script. It comes out spontaneously, informally. And I have noticed that this is what people like”, he says.
On the basis of engagement
Mônica also knows that the majority of views on her videos come from people who could hardly afford to buy any of the properties she advertises. But it is precisely the engagement of this audience that makes the content reach buyers, she says. The broker is easy on camera, but discreet when it comes to talking about her clients, who shell out millions for a property.
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“We sign confidentiality terms and often cannot disclose the name of who purchased the property”, explains Mônica. “These are customers with whom I would love to appear in the photo, to say that I closed the sale, but they won’t let me.”
From more reserved executives to digital influencers who love to show off, the list of clients who have already rented or purchased mansions with Alphahouser also includes celebrities, such as Whindersson Nunes, the country duo Maiara and Maraísa, the former Chapecoense goalkeeper, Jakson Follman, and the youtuber Camila Loures.
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From basic to luxury
Mônica already lived in Alphaville before becoming a real estate agent. She has been in the business for seven years, but her beginnings were not in luxury. “I started doing a small rental, for R$900”, he remembers. “The location turns around quickly and that little money comes in and motivates you.” Mônica only sold her first property after a year and a half in brokerage.
It was in 2020, when the pandemic hit, that she migrated to the high standard. The demand from confined families for larger spaces created a dispute for luxury properties in Alphaville. Rents skyrocketed, with waiting lists and everything.
Mônica not only had good results during this period but also decided that she would stay in the segment for good, leaving lower-value rentals behind. The rent for a property advertised by Alphahouser today costs no less than R$13,000 – and can reach R$200,000 per month. For sale, the cheapest is an apartment for R$1.3 million; the most expensive, the Diamante Mansion, at R$110 million, mentioned previously in this report.
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How much does a high-end broker earn?
It can be said that 2024 was a milestone for the brokerage. This year, Mônica made her biggest sale to date: a R$25 million mansion. And, recently, it closed another robust deal, worth R$14 million. As a rule, in São Paulo, the commission is equivalent to 6% of the value of the property, but it is normally divided between the brokers who participate in the negotiation. Mônica is also reserved regarding her remuneration, but emphasizes that high-end luxury professionals make a large investment to make a sale.
“It’s common to spend more than a year working on selling a house, paying all the work costs,” says Mônica. Expenses include advertisements, photos, videos and everything involved in the visit of potential buyers, from travel to food and drinks for a worthy reception for high-end clients. Not to mention the legal costs, contracts and certificates.
There is also personal investment. “It is essential to have a good car, dress and speak well. Going to the same places as high-end clients is extremely important, because then you will have something to talk about with them,” he says. Recently, she celebrated the acquisition of a BMW on social media.
“I usually say to those who are just starting out in brokerage that this happens little by little, step by step. As you make money, you will also grow and go to the places where these customers are. This makes it a lot easier.” Tip for millions from a broker for millions.
The most expensive mansions for sale by Mônica Poplawski
Diamond Mansion: R$110 million
The most expensive property for sale in Alphaville has a total area of more than 2 thousand square meters. It has a garage for 18 cars. The number of bathrooms in this mansion draws attention: there are 13 in total, in addition to eight suites (the master has an area of 200 square meters).
Spa with heated pool, leisure area with gourmet space are other highlights of the property, built with Italian marble and other luxury materials.
Tamboré Mansion 2: R$79 million
The 1,950 square meter property has eight bedrooms, six bathrooms and 15 covered car spaces. The garage has integrated sound and a rotating base for displaying cars. It also has a heated pool, spa, sauna, gourmet room, gym and cinema. The property also has an elevator with capacity for 8 people.
Casa Tamboré 2: R$55 million
With a built area of 1,800 square meters, the house has a living room with a ceiling height of 9 meters, integrated with a gourmet area and kitchen. The property has six large suites – the master, with two bathrooms and a private balcony. And it also has a 450 square meter rooftop for events. In addition, the residence has 25 parking spaces.
