Go Low to Start Negotiations

One of the more confronting realities for foreign buyers entering the Italian property market is this: the asking price is often not the real price, and when you look online the same property may have multiple different asking prices. It is very common to see properties advertised at levels that are above what the seller ultimately expects to achieve. Understanding this dynamic is critical, because it directly influences how you should approach making an offer — and in particular, why "going low" is not only acceptable, but often necessary.

It may seem that this contradicts the advice of 'playing nice' but it doesn't. You can make surprisingly low offers, but do it with dignity and respect. Our first property in Italy was closed at 40% below the asking price.

At first glance, making a significantly lower offer can feel uncomfortable. In some countries, it may even be seen as inappropriate or offensive. But in Italy, negotiation is deeply embedded in the property culture, and asking prices are frequently set with this in mind. Sellers and agents often expect buyers to negotiate, sometimes quite firmly, before a deal is reached.

There are several reasons why properties are commonly advertised above their expected sale price.

The first is built-in negotiation margin. Many sellers deliberately set a higher asking price to leave room for negotiation. This creates flexibility and allows them to feel they have "achieved" something through the process of agreeing to a lower figure. In this sense, the negotiation itself is part of the transaction, not just a step toward it.

Another factor is emotional pricing. Property ownership in Italy, particularly in villages and rural areas, is often tied to family history and personal identity. The majority of homes you will see advertised with be estates being sold by family. Sellers may place a higher value on their property than the market would justify because of what it represents to them. Over time, as the property remains unsold, expectations adjust — but the original asking price often reflects this emotional perspective rather than strict market logic.

There is also the issue of limited market transparency. Unlike more centralised markets such as the UK or Australia, Italy does not have a single comprehensive database of comparable sales. This makes it harder for sellers to accurately benchmark their property. As a result, pricing can sometimes be more aspirational than evidence-based.

In addition, properties that require renovation are frequently underestimated in terms of cost by sellers. An owner may see a charming old house with character, while a buyer sees a significant renovation project involving structural work, new services, and compliance upgrades. The asking price may not fully reflect these realities, which creates further room for negotiation.

Many homes on the market have a negative true worth based on the cost of renovations and the likely end valuation.

Given this context, "going low" with an offer is not about trying to take advantage of the seller. It is about aligning the conversation with the true market value of the property.

A well-considered lower offer achieves several things. First, it establishes a starting point for negotiation. If the asking price already includes a margin, beginning too close to it leaves little room to move. Starting lower allows both sides to work toward a middle ground.

Second, it signals that you are a serious and informed buyer. An offer that is supported by clear reasoning — such as comparable properties, renovation costs, or location factors — is far more effective than simply offering a lower number without explanation. It shows that you have done your homework and understand what you are buying.

However, there is an important distinction between going low and going in blindly. A successful low offer is always credible. If an offer is unrealistically low, with no justification, it risks being dismissed outright. Worse, it can damage the tone of the negotiation and make it harder to re-engage constructively.

The key is to anchor your offer in logic. For example, if a property requires €100,000 in renovation work, this should be reflected in your offer. If similar properties in the area are selling for less, this can also support your position. When framed this way, a lower offer becomes part of a rational discussion rather than a confrontational move.

Timing also plays a role. Properties that have been on the market for a long time are often more open to lower offers. Price reductions over time can indicate that the seller is adjusting their expectations. In these situations, a well-judged low offer may be more readily accepted than you might expect.

At the same time, it is important to balance assertiveness with respectful communication. Italian property negotiations are not purely transactional. How you present your offer matters. A calm, considered approach — where you acknowledge the property's strengths while explaining your position — is far more effective than an aggressive or dismissive tone.

It is also worth remembering that negotiation in Italy often involves more than just price. A seller may respond to a lower offer by seeking flexibility in other areas, such as timing, included furnishings, or conditions of sale. Being open to these discussions can help bridge the gap between buyer and seller.

For foreign buyers, one of the biggest mistakes is to assume that the asking price represents a fixed or near-fixed value. This can lead to overpaying or missing opportunities to negotiate effectively. On the other hand, understanding that pricing is often a starting point rather than an endpoint allows you to engage with the market in a much more informed way.

Ultimately, going low is not about winning at the seller's expense. It is about finding the true meeting point between perception and reality. When done properly, it creates space for a constructive negotiation where both parties can move toward a fair outcome.

In many cases, the final agreed price will sit somewhere between the initial asking price and your opening offer. The goal is not necessarily to secure the lowest possible number, but to arrive at a figure that reflects the property's real value, its condition, and your intended use.

Just remember that the asking price has nothing to do with the actual real value of the property, it is just an ambit number the seller has put on it. It may be that the asking price is great value, it may be 50% over market value ? You need to know what the real situation is so you can act accordingly. You need good research and solid independant advice.

In the Italian market, this process is normal. Sellers expect it, agents facilitate it, and experienced buyers rely on it. Once you understand this dynamic, making a lower offer becomes far less intimidating — and far more effective as a strategy for securing the right property at the right price.