Luxury homes stand out from all others due to their value, size, the quality of materials used in their construction, their location in particularly prestigious urban areas, and the inclusion of additional amenities and cutting-edge technologies. For these reasons, they fall within a specific sector of the property market, where certain procedures must be followed to ensure a successful sale or purchase for both parties.
But how can you sell a luxury property in Italy – and who can you rely on for support? Here are all the essential tips to help guide you through the process.
Preparing the property before the sale
Before placing a luxury property on the market in Italy, it is essential to carry out a series of actions designed to maximise – or at the very least preserve – its perceived value ahead of an official valuation. These actions typically include:
- Thorough maintenance: repairing any faults or leaks in pipes or roofing, fixing cracks and imperfections in the walls, and replacing outdated or faulty fixtures and fittings.
- Deep cleaning of the entire property, paying attention not only to the interiors but also to outdoor spaces such as gardens, terraces and driveways – with a strong focus on detail.
- Minor upgrades, such as replacing old taps and fittings, or giving walls a fresh coat of paint to revitalise the space.
At this stage, it may also be worth considering more substantial improvements to modernise the property – for example, integrating smart home technology or installing a spa. These upgrades represent an investment that can generate a significant return when the property is sold.
Developing an effective marketing plan
As mentioned earlier, luxury properties belong to a distinct category within the property market and therefore require targeted, sophisticated marketing strategies capable of attracting potential buyers, often on an international scale. To achieve this, you should consider:
- Targeted advertising campaigns across various social media and search platforms, tailored to the specific buyer profile with engaging and relevant content;
- Detailed listings, complete with accurate descriptions and high-quality professional photography to generate interest and establish credibility, helping to speed up the sale;
- Promotional videos and virtual tours, allowing prospective buyers to explore the property in detail without the need to visit in person;
- International luxury property exhibitions, which provide an opportunity to showcase the home to a curated audience.
Even more crucial to achieving a successful luxury sale is working with specialist marketing professionals, particularly those with in-depth knowledge of the luxury property sector in Italy and expertise in using the latest digital tools to maximise visibility and impact.
Carrying out a precise valuation to determine the right price
Valuing the property is an essential step in the sales process, as it establishes its market worth and sets a realistic price for potential buyers. The following factors will influence the value of a luxury home:
- Location: Properties in exclusive areas – such as historic city centres or prestigious coastal zones – command higher prices. Proximity to high-quality local amenities, such as international or private schools, renowned clinics, and gourmet restaurants, also plays a key role.
- Unique features: Distinctive design elements, premium finishes and materials, exclusive amenities like swimming pools or sports facilities, cutting-edge technology, and breathtaking views all contribute to increasing the property’s value.
Relying on experienced professionals
It is highly advisable to work with experienced professionals in the Italian property sector, particularly those who specialise in luxury real estate. The best estate agencies will have an in-depth understanding of the local market, enabling them to set a competitive asking price that attracts potential buyers without undervaluing the property.
Estate agents in Italy also have the expertise needed to handle negotiations between buyer and seller, ensuring that the interests of both parties are respected – while always safeguarding the seller’s objectives.
When Is a Property Considered Luxury?
The classification of a property as a luxury home in Italy is defined by Ministerial Decree 02/08/1969, which outlines the key characteristics required:
- Location in areas designated as villa zones, private parks, or residential districts classified as luxury;
- Total usable floor space exceeding 240 square metres, with an uncovered area at least six times larger than the built area, or a building density index of 0.25 cubic metres per square metre;
- Amenities such as swimming pools of at least 80 square metres or tennis courts meeting specific drainage requirements;
- Built volume exceeding 2,000 cubic metres (excluding balconies, terraces, cellars, attics, staircases, and parking areas, as confirmed by Ordinance No. 1538 of 25 January 2021), with a specific ratio between built volume and plot size;
- Land cost at least one and a half times greater than the construction cost;
- Use of premium finishes, such as marble, granite, fine wood, and natural stone;
- Advanced systems and technology, including lifts, smart home features, and other innovations that enhance the property’s value.