We would like to thank Matteo Tuccini and Il Tirreno for their attention to the Versilia real estate market and for giving space to this analysis, which highlights the trends and dynamics currently shaping the area.
The article, published in full, provides a detailed look at price trends, buyer preferences, and the sector’s current challenges.
Happy reading!
Sea or Hills: Homes Snapped Up as Demand Pushes Prices Higher
Versilia remains the locomotive of the real estate market in the province of Lucca—and we could say in all of Tuscany. And if prices are rising, it’s not just thanks to—or because of, depending on your perspective—the allure of the coast. The hills are also booming, with increasingly high property values.
With a supply of homes that falls short of demand, price trends, according to data compiled by the Fiaip Research Center (Italian Federation of Professional Real Estate Agents), confirm that Versilia remains at the top of the list for those wishing to buy property.
Whether it’s a primary residence to live in year-round, or a second home ideal for the summer season and weekends.
According to Simone Casani, a Viareggio-based real estate agent and Fiaip vice president for the province of Lucca:
“House prices are certainly strong and, in some cases, may even appear to be rising because demand is so high that it cannot be adequately met, leaving many buyers unsatisfied. A few years ago, a potential buyer would find seven suitable properties; today, the same buyer has only two or three to choose from. Maybe one is overpriced and the other needs renovation—so in the end, there’s really only one good option. That’s why prices don’t fall; in fact, they tend to go up.”
There are even borderline cases where a buyer’s offer exceeds the asking price—the opposite of what usually happens, when buyers typically try to negotiate down.
“It depends a lot on how the listing is managed,” Casani comments. “It can happen that an offer comes in above the asking price. Naturally, this occurs when the initial price is correct—meaning it reflects the home’s true value. Other properties, on the other hand, remain unsold because they’re harder to place or priced too high compared to market value. Within the same market there are different speeds, but all of Versilia, albeit with varied dynamics, continues to perform strongly.”
What features are most in demand?
“Outdoor space—from a small courtyard to a spot for dining outside, even a place to store bicycles. Having some form of open-air ‘outlet’ is a top priority, sometimes even more important than location. Of course, the seafront will always be attractive, but inland areas also generate strong interest among buyers seeking a second home. Think of Camaiore, the hills, and of course Pietrasanta, which has become something of a status symbol. Nearby areas benefit from this as well. And when it comes to international buyers and second homes, inland properties are often preferred over coastal ones.”
As for Viareggio, Casani adds:
“There’s always solid demand, but the issue is supply: the lack of available homes is keeping prices high. Some properties are hard to sell because they’re overpriced. The rising cost of renovations penalizes homes that need work, and buyers are increasingly focused on new builds and energy efficiency. It wasn’t such a decisive factor in the past, but energy performance will become increasingly important in the years to come.”
Young buyers, meanwhile, seem to be the most disadvantaged.
“My advice to them,” says Casani, “is to realistically assess the feasibility of their project: understand how much they can truly afford, without illusions. When supply is limited, you need to act pragmatically—look around and consider the most commercially interesting and affordable areas. The belt around Viareggio can be a good starting point for building a life project.”
