THE CONFIDENTIAL

Raised with dreams of becoming a lawyer, Margherita moved to Milan at eighteen to study law alongside her husband, believing that path would define her future. But after losing her parents, she returned to Lucca to care for a family property, and together they opened a small family-run bed-and-breakfast. What began as an unexpected shift became the foundation of everything they do today. Their welcoming approach led the B&B to be recognized for three consecutive years as one of the best-rated properties in the world on Booking.com, not because of luxury, but because guests genuinely felt cared for, listened to, and at home.

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As more international visitors fell in love with Lucca, many began asking for help finding homes there. That trust naturally led them into real estate, where the same philosophy still guides their work today: real estate is not just about homes, but about relationships, authenticity, and helping people imagine a new life within a place. Over time, they managed more than sixty vacation rental properties before transitioning primarily into sales and relocation clients after COVID accelerated the shift.

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Deeply influenced by Lucca's slower rhythm and atmosphere, her approach is rooted in simplicity, human connection, and trust. Even her legal background found its way back into her work, helping navigate contracts, negotiations, and the complexities of Italian real estate. For her, beauty is not about perfection, but about atmosphere, feeling at home, and creating something meaningful with the people you love.

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As a realtor in Lucca, how would you describe the typical experience for an American buyer purchasing an apartment within Lucca's historic walls, from first visit to closing?

Most American buyers arrive in Lucca with a mix of excitement and anxiety. They dream about owning a home inside the historic walls, but they are often intimidated by the reputation of Italian bureaucracy and afraid of making the wrong decision in a foreign country. And honestly, some of those concerns are understandable — the process in Italy can feel complex compared to what they are used to in the U.S.

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For us, the first and most important step is building trust. I often say that clients walk into our office as clients and leave as friends. Buying a home on the other side of the world is emotional, and we try to guide people the same way we would guide our closest friends.

We begin by understanding both their “must-haves” and their dream vision of life in Lucca. Then we spend time visiting properties together, because often the home they ultimately fall in love with is completely different from what they initially imagined. Part of our job is helping them discover not just the right apartment, but the right lifestyle.

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Once we identify the property, we carefully explain every aspect of the purchase process, including taxes, legal costs, technical inspections, and the importance of working with trusted professionals. Historic apartments inside Lucca’s walls are beautiful and unique, but they also require careful due diligence.

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Because American buyers are used to a different system, we created a more protective approach inspired in part by the U.S. process. Together with the notary and technical consultants, we structure the transaction in a way that allows clients to feel secure while all inspections and verifications are completed.

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But our work rarely ends at closing. Very often we become our clients’ local point of reference long after the sale — helping them settle into daily life, discover the city, and feel at home in Lucca.

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In the end, people are not simply buying an apartment here. They are embracing a completely new rhythm of life, a sense of beauty, community, and Italian lifestyle that makes Lucca so special.

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Are there any common misconceptions Americans tend to have about buying property in Italy that you find yourself frequently clarifying?

There are definitely a few common misconceptions — although I always say them with affection and a smile, because cultural differences are part of the charm of this work.

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One of the most common fears American buyers have is the idea that Italians might somehow “outsmart” them during the negotiation process. For that reason, many clients are initially very cautious about revealing their real budget. They first want to understand how the market works and whether they can truly trust the people guiding them. Once they realize we are transparent and genuinely trying to help them find the right home — not simply sell them the most expensive one — everything becomes much more relaxed.

Another funny moment is when clients tell me, “But in America we do it this way…” and I usually laugh and reply, “Yes… but this is Italy!” Of course always jokingly. The systems are simply different, and part of our role is helping clients navigate those differences without stress.

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One thing Americans often find both charming and surprising is that in Italy, especially in historic cities like Lucca, homeowners are frequently present during property showings. And not only present — sometimes they practically take over the visit themselves, passionately explaining every detail and story connected to the apartment. The first time, clients usually find it incredibly authentic and entertaining. By the third or fourth visit, though, they often start wishing for a little more privacy to quietly explore the home on their own — and honestly, I completely understand them. I personally prefer giving buyers the space and freedom to experience a property calmly and imagine themselves truly living there.

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Another major difference is how properties are presented. In the U.S., home staging is almost an art form — homes are beautifully prepared, perfectly styled, and sometimes you even find prosecco waiting during an open house. In Italy, things can be much more spontaneous and lived-in. Occasionally we walk into apartments filled with family furniture, personal belongings, or rooms being used as storage spaces for generations of relatives. It takes imagination to see the true potential.

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Personally, I really admire the American approach to presentation and client experience, and I try to bring some of that mindset into my own work in Lucca by encouraging sellers to present their homes in the best possible way. But part of Italy’s beauty is also its authenticity — homes here often tell real family stories, and sometimes that imperfect charm becomes part of what buyers fall in love with.

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What is it about Lucca that American buyers fall in love with almost immediately?

One of the things American buyers love most about Lucca is the contrast between expectation and reality — and how, over time, they learn to appreciate a very specific balance between historic charm and modern comfort.

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For example, there is a type of apartment that truly embodies what I would call “the perfect Lucca experience.” It has all the typical Tuscan character: original beams, traditional details, and beautiful open views over the historic center. At the same time, it offers everything that international buyers value today — air conditioning, fully renovated interiors, and each bedroom with its own en-suite bathroom, which is something Americans absolutely appreciate. It also includes flexible spaces like a guest room or study, which are always in high demand.

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What features do American buyers prioritize most once they begin viewing properties in person?

What often happens is quite funny: American clients arrive saying, “We want an authentic, historic Tuscan home,” but once we show them the real historic properties, they sometimes say, “Oh… this feels a bit too old.” And I completely understand them. It’s a bit like ordering an espresso in Italy and then asking for water to make it more “drinkable” — the original experience is intense and authentic, but not always what they are used to. The same happens with homes: the true historical character here can feel very different from what “old” means in the U.S. That’s why these balanced properties are often the perfect solution — they keep the soul of Lucca, but in a lighter, more livable way.

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Do buyers often arrive with a romanticized vision of Tuscany that evokes during the search process?

On the other hand, there is another category of homes that performs extremely well on the market: fully renovated, ready-to-live apartments inside restored buildings. These are often located in residential areas just within or around the historic center, with stunning views over the city walls, elevators, parking, and energy-efficient systems — essentially, everything rebuilt from the ground up. At first, some buyers hesitate because they want “more traditional character,” but in the end, what usually wins is convenience, quality of life, and peace of mind. When you are buying from the other side of the world, being able to arrive with just a suitcase and immediately feel at home has no price.

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How important is the "lock-and-leave" lifestyle for American and international second-home buyers today?

What I personally find interesting is that, over time, many American buyers shift their priorities. They start with aesthetics and “romantic Italy expectations,” but end up choosing practicality, modern comfort, and easy living — especially when they realize how valuable it is to have no renovation stress, no uncertainty, and everything already perfectly done.

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How do buyer priorities typically shift from the beginning of the search to the final purchase decision?

There is also a very local and slightly amusing dynamic behind some of these properties: in a small city like Lucca, many owners prefer not to publicly advertise their homes for sale, often to avoid gossip or attention from neighbors and friends. So we sometimes work with what we call “off-market” or “top secret” properties. We bring clients to view homes that are not officially listed, and this sense of exclusivity often becomes part of the experience — and yes, sometimes those are exactly the homes they end up buying.

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Character properties with historic charm are ideal for families or those planning to relocate, as well as for high-end holiday rentals. Fully renovated apartments, on the other hand, are more “investment-smart” and low-maintenance, perfect as a pied-à-terre in a very convenient location just steps from the city walls.

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Personally, I don’t think there is a single “best” choice — it really depends on lifestyle. If I had to choose, I would say I would live in the more character-filled home, but as an investment, I would choose the fully renovated one. In reality, both represent two different ways of experiencing Lucca.

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And maybe that is the real beauty of this market: every property tells a slightly different version of the same story — the story of living in Italy, but in a way that adapts to each person’s idea of home. 

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🇮🇹 Some places don’t need explaining — they just need to be felt.

 

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