Unlocking Eco-Sustainable Living: A Dive into Italy's Green Real Estate Market

PART 162: It might be interesting to share how we pulled off living in Italy for part of the year. I will post some steps and what we are learning along the way.

We love every minute of it, and what was once a dream is now our reality!

We live in Tuscany in the fall, then return again in the spring, and spend the rest of the time in California. As I explained in a previous blog, we only live in Italy part of the year, but it's become an integral part of our lifestyle.

As we explore different areas in Italy, we discover gems worth sharing—some are well-known tourist magnets, others are lesser-known but always extraordinary.

Interview: The Future of Sustainable Real Estate in Italy

This week, we explore why our Tuscan realtor has pivoted to focus on environmentally sustainable real estate markets in Italy.

Step 1: Introduction

We conducted an exclusive interview with Sandro Marcucci, founder of Sustainable Real Estate Agencies and President of the Sustainable Real Estate Agents Network. Sandro helped us navigate buying and selling our home in Tuscany—he's an exceptional English-speaking agent with extensive experience helping international buyers find their perfect Italian property.

Step 2: Understanding Sustainable Real Estate

Question: Sandro, what exactly is the sustainable real estate market? Can you explain the concept and provide some examples?

Sandro's Response:

Thank you for that question, Mark.

First, let me clarify what "sustainable" means in real estate. Traditional real estate focuses primarily on location, price, and aesthetics. Sustainable real estate goes far deeper—it considers a property's long-term impact on three interconnected areas:

• Environmental Sustainability: How does this property affect the planet? This includes energy efficiency, renewable energy systems, sustainable building materials, water conservation, and minimizing the carbon footprint.

• Economic Sustainability: Is this investment financially sound long-term? We look at energy cost savings, property value retention, maintenance costs, and how sustainability features affect resale value.

• Social Sustainability: How does this property benefit the community? This covers supporting local economies, preserving cultural heritage, enhancing neighborhood livability, and ensuring housing accessibility.

Our Sustainable Real Estate Agencies network focuses on revolutionizing the real estate profession itself, not just selling "green" buildings. We're not simply marketing energy-efficient homes or Class A properties—our vision is transforming how real estate agents view their role in sustainable development.

In our program, agents receive specialized training beyond standard certification requirements. This enhanced education covers these three sustainability areas in depth, and upon completion, our association awards a certificate recognizing them as "Sustainable Real Estate Agents"—a new professional designation.

We integrate ESG (Environmental, Social, and Governance) principles into daily practice, applying these concepts to all property types through our innovative "Real Estate Sustainability Report."

This holistic approach is groundbreaking—nothing comparable exists in Italy or internationally.

Step 3: Market Transformation Goals

Question: What changes in the real estate market do you hope to achieve through this program?

Sandro's Response:

Our project has two primary objectives:

First, to elevate the reputation and professionalism of Real Estate Agents as a career category. In Italy, our profession often faces negative stereotypes and lacks the professional recognition it deserves—something I'll explain more about later.

Second, to drive practical change—encouraging property owners to make energy-efficient improvements while educating both clients and professionals about the full scope of sustainability: environmental protection, economic benefits, and social responsibility.

These goals reflect a larger shift happening in business today. We're moving away from the old model of "profit at any cost" toward what I call sustainable profitability—where companies succeed financially while also benefiting society and the environment.

In economic terms, we're transitioning from Homo Economicus (the idea that people are purely self-interested) to Humanistic Capitalism (where business considers human welfare and environmental impact alongside profits). Our program aims to be part of this vital transformation.

Step 4: Broader Impact and Vision

Question: Beyond agent training, what other objectives does your program have? How will this impact buyers, sellers, and properties?

Sandro's Response:

Excellent question! Our vision extends far beyond training. We've established a non-profit association that creates and participates in sustainability-focused events, collaborating with organizations that strengthen local communities and social cohesion through awareness campaigns.

For real estate transactions, we help both sellers and buyers understand that a sale isn't just a transaction—it's a step toward improving quality of life. Our ultimate goal is reducing environmental impact while fostering community connections and promoting well-being in the neighborhoods where these properties are located.

Step 5: Personal Motivation for Change

Question: What prompted you to change your approach to the industry?

Sandro's Response:

Two key factors drove this transformation. First, the real estate profession lacks sufficient respect in certain Italian circles. Media portrayals often depict us negatively or mockingly, and unprofessional behavior from some colleagues damages our reputation and undermines our work's value.

Second, I've always prioritized environmental respect, energy conservation, ethics, and social-economic equity in both my personal and professional life.

These factors combined inspired me to develop this revolutionary project for the Italian real estate sector—creating a model we can eventually export internationally.

Step 6: Italy's Sustainable Real Estate Landscape

Question: Can you describe the current sustainable real estate market in Italy?

Sandro's Response:

Italy has a unique challenge: we have a vast stock of beautiful, historic buildings that consume significant amounts of energy to heat and cool.

The Scale of the Problem: Currently, 60-70% of Italian homes fall into the lowest energy efficiency ratings—think of buildings that require high heating bills in winter and can be difficult to keep comfortable in summer. Most of our housing stock consists of either historic buildings or structures built before 1976, when Italy first enacted energy-saving building codes.

Why Improvements Are Difficult: Many of these properties are challenging to retrofit for energy efficiency. Historic buildings face technical obstacles—you can't simply add modern insulation to a 15th-century palazzo. There are also legal restrictions: buildings protected by cultural heritage laws (what we call "fine arts" constraints) have strict limits on what modifications are allowed, even for energy improvements.

The Positive Changes: Despite these challenges, there's real momentum building. The Italian government has introduced substantial tax incentives in recent years to encourage energy renovations—these programs are still active and provide significant financial support for improvements.

For example, the "Superbonus" program has offered up to 110% tax credits for qualifying energy efficiency improvements, meaning homeowners can actually receive more back in tax benefits than they spend on renovations. While the percentage has been adjusted over time, substantial incentives remain available for improvements like solar panels, heat pumps, and building insulation.

For new construction, the standards have dramatically improved: since 2021, all new buildings must be constructed as "nearly zero-energy buildings" (NZEB), meaning they produce almost as much energy as they consume.

Step 7: International Appeal

Question: What attracts foreign buyers to Italy's sustainable real estate market?

Sandro's Response:

Foreign buyers come to Italy primarily for the beauty, culture, and lifestyle—energy efficiency isn't usually their first concern. However, our sustainable approach appeals to a growing segment of international buyers who are becoming more environmentally conscious and financially savvy.

What These Buyers Value: Many foreign clients, especially from Northern Europe and North America, are already familiar with energy-efficient building practices in their home countries. When they see our sustainability certifications and energy reports, they immediately understand the long-term benefits: lower utility costs, better comfort year-round, and higher property values.

These buyers also appreciate working with professionals who demonstrate expertise beyond just showing properties. They want agents who can explain technical aspects, understand renovation potential, and guide them through Italy's complex building regulations—particularly when historic properties are involved.

The Broader Appeal: There's also a values-driven component. Many international buyers are motivated by the desire to make responsible choices that benefit both the local community and the environment. They see sustainable real estate investment as a way to contribute positively to the regions they're choosing to call home.

Our comprehensive approach gives them confidence that they're making an informed decision, not just an emotional one based on a beautiful view or charming village.

Conclusion: The Future of Italian Real Estate

Sandro's vision represents more than just a business model—it's a blueprint for transforming how we think about property ownership in one of the world's most historically rich real estate markets. By weaving together environmental responsibility, economic wisdom, and social consciousness, his Sustainable Real Estate Agents Network addresses the unique challenges of Italy's ancient building stock while meeting the evolving expectations of modern buyers.

For international buyers considering Italian property, this approach offers something invaluable: the ability to fall in love with Italy's timeless beauty while making choices that align with contemporary values. Rather than forcing buyers to choose between charm and efficiency, or between personal dreams and environmental responsibility, Sandro's model shows how these elements can work together.

As Italy continues to balance preservation of its magnificent architectural heritage with the demands of sustainable living, pioneers like Sandro are proving that innovation doesn't mean abandoning tradition—it means honoring it more thoughtfully. For anyone considering property investment in Italy, whether as a primary residence or vacation home, the sustainable approach offers not just a house, but a conscientious way to become part of Italy's ongoing story.

The future of Italian real estate isn't just about finding the perfect property—it's about finding the perfect way to be responsible custodians of this remarkable landscape for generations to come.

Further Information

Learn More About Sandro's Work:

• Sustainable Real Estate Agents Network

• Sustainable Real Estate Agent Program

• EcoCasa Real Estate

• Sandro Marcucci on LinkedIn

Ready to explore sustainable real estate opportunities in Italy? These resources provide a deeper look into the innovative approach that's transforming how we think about Italian property investment.