Every lifestyle entrepreneur needs a home grand enough to serve as an aspirational backdrop. Martha Stewart had Turkey Hill, her historic farmhouse in Westport, Conn. Hannah Neeleman has Ballerina Farm, a 328-acre spread in Kamas, Utah.

Nabela Noor found such a place two years ago, an 11,000-square-foot white-brick Georgian Revival mansion, built in 1912, in this small city in southern Pennsylvania where she grew up.

Her social media followers, more than 12 million of them, have watched her paint the black shutters a dusty gray to soften the exterior. They have seen her cook a toddler-approved pasta recipe in the cloud-white kitchen. They have followed along as a local company, King Swings, built for her two daughters a playhouse that rises two stories above the backyard and features a deck and a balcony.

While giving me a tour of her home and grounds one recent morning, Noor felt the need to clarify something: “I didn’t come from money,” she said.