Press archive · Luxury Immobiliare
The olive tree and the luxury property market
Family history, the identity of Forte dei Marmi and growth founded on quality and innovation.
THE OLIVE TREE AND THE LUXURY REAL-ESTATE MARKET IN FORTE DEI MARMI
INTERVIEW WITH FABRIZIO ZANETTI
Good morning, Fabrizio Zanetti. Your corporate group is a benchmark in the real-estate market and in the construction of luxury villas in Forte dei Marmi. How did this extraordinary adventure begin?
Good morning, and thank you for the invitation. Our story has deep roots: it dates back to 1960, when my father founded our construction company. Forte dei Marmi was already a sought-after destination then, but during the 1960s the town was beginning to transform into what we know today as one of Italy’s most exclusive resorts. Our company grew alongside the town, building some of the first luxury villas that shaped the architecture and landscape of this wonderful place. Our passion for quality and attention to detail have enabled us to become a benchmark in the sector.
Today, almost 65 years after its foundation, what can you tell us about your company?
I can proudly say that our company is not only an integral part of Forte dei Marmi, but has also helped shape its identity.
You recently opened new offices in Forte dei Marmi, right by the sea, between Villa Bocelli and Villa Bertelli. What did this step mean to you?
Opening the new offices was a highly meaningful moment for us. It not only enabled us to be even closer to our clients, but was also a tangible sign of our continued commitment to this town. The location, between two of Forte dei Marmi’s most iconic villas, is no coincidence: we wanted to be at the beating heart of luxury and exclusivity, where everything happens. Being here, just steps from the sea, allows us to breathe in the atmosphere of Forte dei Marmi every day and convey it to our clients. These new offices are not merely a workplace, but also a space where our clients can enjoy an experience, immersing themselves in the luxury and beauty that define Forte dei Marmi.
In just three years, your real-estate agency has climbed the ranking of the 200 operators in the sector in Forte dei Marmi, reaching second place by turnover. What is the secret of this success?
Our success is the result of a clear and determined strategy based on several fundamental pillars: quality, innovation and impeccable customer service. When we decided to open Real Estate Advisor on Via Giuseppe Mazzini, we knew we would have to do something different to stand out in an already highly competitive and saturated market. We began with a personalised approach, building strong relationships with our clients, listening carefully to their needs and offering tailored solutions. In addition, because we speak six languages, we focused on effective communication, invested in cutting-edge technologies and developed digital-marketing strategies that enabled us to reach an international clientele.
You mentioned that your real-estate agency is about to become part of a global luxury real-estate brand. What does this mean for you and your clients?
This is a fundamental stage in our evolution. Becoming part of a global luxury real-estate brand will allow us to expand our offering further and give our clients unprecedented global visibility. We will become the first agency in Forte dei Marmi to join this international network, enabling us to promote our clients’ properties worldwide and reach markets that were previously difficult to enter. For our clients, this will create extraordinary opportunities, both for selling and purchasing properties. They will be able to rely on an international network of contacts and a platform that guarantees maximum exposure for their properties.
So you are aligning yourselves with the sector’s best practices worldwide.
Exactly. We are building a strategic “bridge” with the Costa Smeralda, allowing us to reach the clients of the “famous” giga-yachts that are unable to dock in Versilia. Through our new partners, we will reach them, offering an exclusive and personalised experience in Forte dei Marmi. At the same time, we are consolidating our relationships with other partners on the Côte d’Azur, from Saint-Tropez to Saint-Jean-Cap-Ferrat and Monte Carlo, creating new market opportunities and strengthening our presence in the Mediterranean’s most exclusive destinations.
Last year, 2023, was also a year of significant growth for your construction company Roma Imperiale Luxury Services, which has already doubled its turnover compared with the previous year. What are the most important projects you are overseeing?
Yes, 2023 was an exceptional year for us, but the current year will be even more important. We have expanded our activity beyond Forte dei Marmi, bringing our know-how and passion for quality to other luxury destinations in Italy. We are currently working on several major projects owned by our holding company, Tenet, including the construction of luxury villas in Porto Cervo and Saturnia and, shortly, in Cortina d’Ampezzo.
Tell us what you plan to create in these splendid locations.
In Porto Cervo, we are creating a villa with a swimming pool that combines traditional Sardinian architecture with modern elements, creating something truly unique. In Saturnia, we are building another villa with a swimming pool and, through our company Ermes, six luxury suites intended for short-term rentals aimed at a high-spending clientele. This project is particularly interesting because it combines luxury with well-being, offering clients a 360-degree experience. In Cortina, by contrast, we will focus on typical high-mountain villas combining the warmth of wood with the comfort of the most modern technologies. Each project is designed to offer not only luxury villas, but a lifestyle reflecting the values of luxury, exclusivity and well-being.
Speaking of Saturnia, you mentioned the Ermes project involving six luxury suites and the launch of a new short-term-rental business. Can you tell us more about this project?
Saturnia is an extraordinary destination, known throughout the world for its natural thermal springs and breathtaking landscape. When we decided to invest in Saturnia, we did so with the idea of creating something unique that could attract a discerning clientele seeking luxury and well-being. A few weeks ago, the American fund that owns the Golf Club and the thermal complex allocated as much as 100 million for the development of thermal tourism and the renovation of all the facilities.
Tell us about the six luxury suites in Saturnia.
We are building them, and they will be integrated into a natural setting of rare beauty, offering spectacular views of the Tuscan hills. Each suite will have every modern convenience, including an 80-inch TV, ultra-fast Starlink connection, a wine cellar with champagne and fine wines, à-la-carte breakfasts served in the room, and a clean, contemporary design. Ermes will also offer exclusive, personalised services such as a private concierge, laundry service, reserved access to the thermal baths and bespoke food-and-wine experiences. Our aim is to offer guests not merely a place to stay, but an unforgettable experience that makes them feel pampered and valued.
You said that you are building “bridges” between Italy’s various luxury destinations, taking your Forte dei Marmi clients to other destinations and vice versa. Could you explain this strategy in greater detail?
Building “bridges” is a metaphor that perfectly describes our vision and our core business as builders. Today, luxury is no longer confined to a single location, but is a concept that extends on a global scale. Our clients, who are accustomed to staying in Forte dei Marmi, are seeking new experiences without having to give up the quality and service standards to which they are accustomed. That is why we decided to expand our activity to other luxury destinations in Italy, such as Porto Cervo, Saturnia and Cortina d’Ampezzo. Other destinations of interest that we intend to develop from 2025 are Florence, Chianti, Siena, the Argentario, Porto Venere, Lerici, the Cinque Terre, Portofino, Santa Margherita Ligure and Capri. We will offer our clients the opportunity to discover these destinations through an integrated approach that makes them feel at home wherever they are. At the same time, we will bring to Forte dei Marmi clients who already visit these other locations, creating an exclusive network of luxury destinations. This not only enriches our clients’ experience, but also strengthens our brand as a leader in the luxury sector.
You compared Forte dei Marmi to an olive tree, with seasons alternating between abundance and scarcity. Could you elaborate on this idea?
Yes, I see Forte dei Marmi as an olive tree…
An olive tree?
Yes, an olive tree that has periods of great fertility followed by less productive seasons. This is a natural phenomenon that reflects not only the cyclical nature of economic events, but also the nature of this territory itself. Just as the olive alternates abundant harvest years with leaner ones, the real-estate market in Forte dei Marmi also follows a cycle. There are times when the market flourishes, with strong demand and numerous transactions, and others when growth slows.
And what causes this cyclical pattern?
It is influenced by many factors, including planning regulations, the general economic situation, sellers’ motivations and attitudes, and trends in the luxury market. Nevertheless, I firmly believe that, just as a good farmer knows how to tend his olive grove to ensure an optimal yield, we too must know how to read and interpret these cycles in order to make the best choices. It is essential to maintain a long-term outlook and not be discouraged by difficult periods.
You mentioned the importance of understanding and managing the territory. Can you tell us more about how you see the relationship between the territory and real-estate development?
Understanding and managing a territory is a complex challenge that goes beyond belonging to it or being born there. I believe that to truly understand a territory, one must learn to look at it from a detached, almost transcendent perspective.
Please explain.
I like to refer to Augusto’s teaching: he said that to understand the world and ourselves, we must learn to observe ourselves from a point among the clouds. The more you distance yourself from yourself and observe from afar, the more you understand who you are, where you are and where you are going. This is a principle we also try to apply in our work. We do not merely react to events; we try to anticipate them, understand what will happen and prepare accordingly. When it comes to real-estate development, this perspective is essential. It is not only a matter of constructing buildings, but of understanding how each intervention can integrate harmoniously with the territory, respecting its characteristics and enhancing its potential.
What do you mean by harmonious integration with the territory?
Forte dei Marmi is a unique place, with a history and culture that deserve to be preserved. Our task, as builders and developers, is to contribute to the growth of the territory while respecting its identity and creating lasting value for the community.
Does your theory about the territory connect in some way with the management of the real-estate market?
Absolutely. Every decision we make and every investment we undertake must be consistent with the nature and characteristics of the place where we operate. This means considering not only economic aspects, but also social, cultural and environmental ones. A territory such as Forte dei Marmi has its own distinctiveness and an identity that cannot be ignored or underestimated. As I have already said, the territory, like a child, belongs to the person who raised it, not to the person who gave birth to it. This concept is fundamental to understanding that our role is not only to build and sell, but also to contribute to the sustainable and harmonious development of the place in which we operate.
You mentioned the contribution to the territory made by prominent figures such as Maestro Andrea Bocelli. How important is it for Forte dei Marmi to have such ambassadors around the world?
The presence of prominent figures such as Maestro Andrea Bocelli is of fundamental importance to Forte dei Marmi. They not only enrich the town’s social and cultural fabric, but also amplify its fame internationally. With his extraordinary talent and global influence, Maestro Bocelli makes a significant contribution to our territory. Through his presence, his work and his ABF Foundation, Bocelli not only promotes Forte dei Marmi’s name around the world, but also strengthens its brand, especially in the United States. The expansion of “Alpemare” and the opening of the renowned Nobu restaurant, famous throughout the world and in which Robert De Niro is one of the partners, are examples of how excellence can serve the territory, creating a point of reference for international tourists.
Have you had the opportunity to visit the brand-new Nobu?
Recently I had the pleasure of having lunch there; it is a location of great elegance and refinement. I was struck by the exclusive atmosphere and the high quality of the service, but what particularly impressed me was the presence of such a large American clientele. The contribution of Bocelli and his family goes beyond the economic aspect: it is a true act of love for this land, which deserves to be recognised and appreciated.
Thank you very much, Zanetti, for sharing your vision and the experience of your companies with us. We are sure our readers will be fascinated by what you have told us.
Thank you; it was a pleasure. I am happy to have had the opportunity to share our story and our projects. Forte dei Marmi is a special place, and we are proud to be able to contribute to its development and its fame throughout the world.
REAL ESTATE ADVISOR
Via Mazzini, 115 Forte dei Marmi
391 3301873
www.realestateversilia.com