Press archive · Luxury Immobiliare
What some overlook, others turn into gold
Fabrizio Zanetti explains how vision, design and expertise reveal a property’s hidden value.
LUXURY REAL ESTATE
WHAT SOME IGNORE, OTHERS TURN INTO GOLD!
AN INTERVIEW WITH FABRIZIO ZANETTI, SECOND-GENERATION BUILDER AND REAL-ESTATE ENTREPRENEUR
Good morning, Mr Zanetti. Your name is an important reference in the real-estate market of Forte dei Marmi and other Italian luxury destinations. Let us start at the beginning: who is Fabrizio Zanetti, and what is the entrepreneurial story you are carrying forward?
Good morning to you. I am a builder and real-estate entrepreneur with more than thirty years of personal experience, and I represent the second generation of a family that has been active in the construction sector for a full sixty-five years. Our company was founded in 1960, and I decided to continue this tradition by focusing on innovation and the creation of properties of the highest calibre in exclusive locations such as Forte dei Marmi, Porto Cervo and Saturnia. Over the years, I have also refined my ability to identify and enhance properties that appear uninteresting at first glance, transforming them into genuine residential “works of art”.
The title of this article echoes a phrase you often use: “What some ignore, others turn into gold!” What exactly are you referring to?
I am referring to all those real-estate opportunities that are invisible or unattractive to an inexperienced eye.
Could you give us an example?
An abandoned building, an area slightly removed from the so-called “front row”, a lesser-known neighbourhood: all elements that may seem like disadvantages. In reality, with the right perspective and suitable design expertise, they can prove to be precious nuggets. Every corner of Forte dei Marmi, for example, is a potential investment from which to create a luxury villa, with a swimming pool and considerable future value. It is often simply a matter of expertise, intuition and long-term vision.
Why is Forte dei Marmi so often described as a “gold mine” for real-estate investment?
Forte dei Marmi is unique for several reasons.
What are they?
First of all, it combines the beauty of the Tyrrhenian coast with an international elite setting: tourists and buyers arrive here from all over the world in search of relaxation and an exceptionally high-end lifestyle. The supply of prestigious properties is limited in relation to demand, and this pushes property values upwards. Today, for every villa on the market, there are up to ten genuinely interested potential buyers.
And what happens to market prices as a result?
Consequently, average prices remain consistently high, and when a property with redevelopment potential is identified, a truly significant increase in value can be achieved. This is precisely the meaning of my statement that “Forte dei Marmi is a gold mine”: those who know how to search can still find opportunities that escape most people.
Speaking of hidden opportunities, could you give us some concrete examples of projects you have launched or successfully completed?
Certainly. One emblematic example concerns a prestigious property on Via Raffaele De Grada, in the Vittoria Apuana area, surrounded by a magnificent pine forest.
Tell us how you enhanced this property.
Recently placed on the market, it has now given rise, thanks to our collaboration with the ‘Vitaloni + Partners’ studio, to a project for a modern villa of more than 500 sq m, with a 1,500 sq m park and an 80 sq m swimming pool enhanced by works by the artist Emanuele Giannelli. Once we presented our renderings and architectural concept, we received an extremely high level of interest from the most demanding clients. We are also pursuing similar projects in Porto Cervo, Sardinia, and Saturnia, Tuscany, where we focus on properties to be transformed—properties that have remained unsold and lacked visibility.
So, much of your work consists of imagining and creating value where others see none. What is needed to achieve such high results in terms of added value?
Three things are needed above all: technical expertise, vision and the utmost attention to detail. It is not simply a matter of renovating a house; the location must be studied in depth, and one must understand how to make the best possible use of the interior and exterior spaces, often rethinking them entirely. A design approach is also needed that can combine elegance, comfort and functionality. Finally, there is another fundamental aspect…
Please, go on.
Communication. It is essential to communicate the newly created value to the market: potential buyers must be enabled to “see” the finished villa in advance and imagine the life they could lead in those spaces. Only in this way can capital gains be generated that may reach 40–60% of the capital invested, as has happened in some of our recent transactions.
You mentioned areas of Forte dei Marmi that are perhaps less “renowned”. Do you think there are still emerging or lesser-known areas capable of offering excellent opportunities?
Absolutely. As I said, Vittoria Apuana is an emblematic example. In the past it was not considered “top” like Roma Imperiale or the town centre, yet today more and more prominent figures choose it for its tranquillity and the possibility of having large plots of land. Another example is the strip just beyond the border towards Marina di Pietrasanta, or certain areas on the outskirts of the Forte dei Marmi centre: people often look for a villa just steps from the central square, but moving a few hundred metres away is enough to find an oasis of peace at a more accessible price. The important thing is to identify properties with potential: sufficient land for a swimming pool, the possibility of extension, and a valuable setting with pine woods or views of the Apuan Alps. From there, everything else is achieved through design and an overall vision.
Many investors wonder whether it is still possible to “find a bargain” in a market with such high prices. What is your answer?
I would say that, with prices rising generally, simple real-estate transactions—such as buying a villa in good condition and selling it again after a few years—rarely generate capital gains. This is why what we do is an entirely different kind of work: searching for hidden nuggets in strategic areas, neglected properties with enormous potential once they have been renovated and reinterpreted. It is not an immediate process; it requires time, study and creativity. That is why I always advise people to turn to specialised professionals who can assess urban-planning parameters, renovation costs, the sales outlook and so on with a different perspective. An ordinary “buyer” rarely possesses these skills.
One of the topics you have just touched on concerns commercial strategy and the selection of properties to offer. I have heard that you have revolutionised the way you present yourselves on the market—is that so?
Yes, that is true. In the past, like many others, we had a very large property portfolio: there were 150 or more listings on various platforms, including the old website. Today, however, we have decided to select only the very best opportunities—those genuinely capable of creating added value for buyers or for those who wish to resell.
I have seen your website, which follows precisely that direction.
Our realestateadvisor.it website features approximately forty properties: a restricted but highly qualified showcase. This choice has enabled us to improve the quality of our service, devote more energy to projects we consider strategic and offer personalised support to every client. We prefer to handle a few outstanding transactions rather than numerous initiatives with limited potential value.
Who is this bespoke approach intended for? Primarily international clients?
To a large extent, yes. Although Italian clients—especially managers and entrepreneurs from northern Italy—are always present as well. A significant share of our transactions, however, involves foreign buyers. For years, Forte dei Marmi has been a favourite destination for Russians, Britons, Germans, Swiss and Americans. Some buy a second home by the sea, while others make a genuine investment. Our Board of Directors also includes people with international experience, such as Chairman Sergey Bashkyrtsev, who handles contact with high-profile foreign clients. This type of investor seeks an integrated service: from identifying the property to design, from renovation to handling the necessary procedures, and ultimately to future resale. Our team oversees every stage with a tailor-made approach.
The summer season is approaching, traditionally a busy time for Versilia. What prospects do you see for the coming months?
The prospects are very interesting. We have acquired new exclusive mandates for villas to be redeveloped, and demand for prestigious properties, especially during the summer months, tends to rise considerably. Easter traditionally marks the beginning of the season, and this year bookings and property visits got off to a very strong start. Moreover, in the coming weeks we will present the interiors of one of the most beautiful villas ever built in Forte dei Marmi: a project that further reinforces the idea that this area has room for new, functional and invariably refined architectural concepts. We are confident that this momentum will continue, and that those who know how to seize the opportunity to “turn what they ignore into gold” will emerge victorious.
What final message would you like to convey to those readers of our magazine who may be interested in living or investing in Forte dei Marmi?
I would reiterate to them as well that they should not stop at appearances: perhaps an imperfect property or a somewhat peripheral area is precisely the “pearl” they are looking for. With the right analysis, a good project and the desire to innovate, it is possible to create breathtaking villas capable of attracting an exceptionally high-end market—or becoming your dream home. Because do you know what I say about Forte dei Marmi?
Please, go on.
Forte dei Marmi remains a natural paradise overlooking the sea, with first-rate services and an international clientele that make it unique. But anyone who wishes to live or invest here must be guided by professionals. Because, as I said at the beginning of our interview, “What some ignore, others turn into gold!”.
REAL ESTATE ADVISOR
Via Mazzini, 115 Forte dei Marmi 391 3301873 www.realestateversilia.com