One of the first questions international buyers ask when they find the right home in Italy is: how much should I offer below the asking price?
The short answer is that property prices in Italy are often negotiable, but there is no standard discount.
Offering 10% less simply because you are buying in Italy is not a negotiation strategy. On one property, a 10% reduction may be perfectly reasonable. On another, even 5% may be unrealistic. And for a correctly priced property in a competitive location, the asking price itself may be the right price.
The key is understanding the difference between the asking price and the actual market value of that particular property.
Is it normal to negotiate property prices in Italy?
Yes. Negotiation is a normal part of many Italian property transactions.
However, this does not mean that every seller deliberately adds a large negotiating margin to the asking price.
A professionally valued property may already be positioned very close to its expected selling price. Another property may have been placed on the market at an optimistic price and therefore leave considerably more room for negotiation.
This is why applying the same percentage to every property rarely works.
The better question is not:
“How much can I get off the asking price?”
It is:
“What is this property realistically worth in today’s market?”
Is offering 10% below the asking price reasonable?
Sometimes. But 10% should never be treated as an automatic starting point.
Consider a property offered at €600.000.
An offer of €570.000 might be taken seriously if the property is correctly priced and has recently come onto the market. An offer of €540.000 might make sense if there is evidence that the asking price is too high, the property requires substantial work or it has been available for a long period.
On the other hand, if the €600.000 property is unusual, well priced and attracting several interested buyers, offering €540.000 simply because “buyers negotiate in Italy” could mean losing the property altogether.
The percentage tells you very little without the context behind it.
Recent data from the Bank of Italy supports this more cautious approach: in the second quarter of 2026, average discounts on asking prices remained broadly stable at their lowest levels since the survey began. This is another reason why applying a standard discount percentage to every property can be misleading.
What determines how much you can negotiate?
The asking price itself
The first question is whether the seller’s asking price reflects the local market.
Comparing the property with similar homes is essential, but this requires more than simply comparing prices per square metre. Location within the same town, sea views, floor level, outdoor space, parking, condition, exposure and quality of renovation can create significant differences between apparently similar properties.
A lower price per square metre does not automatically mean better value.
How long the property has been on the market
A property that has just been listed and is receiving strong interest gives the buyer relatively little negotiating leverage.
If a property has remained unsold for a considerable period, the situation may be different. The seller may have become more realistic about the market or more willing to consider a serious proposal.
Again, this does not necessarily mean that a large discount will be accepted. It simply becomes another factor in establishing an appropriate offer.
The condition of the property
Renovation can be a legitimate consideration when deciding what a property is worth to you.
There is, however, an important distinction between a property that needs work and a property that has already been priced to reflect that work.
A buyer cannot automatically subtract the full cost of a new kitchen, bathrooms or personal improvements from the asking price. If those elements have already been taken into consideration when the property was valued, doing so effectively counts the same issue twice.
The seller’s position
Price is important, but it is not always the seller’s only consideration.
Timing, certainty of completion and the conditions attached to an offer can all influence a negotiation. A clean, well-structured offer from a buyer who is ready to proceed may sometimes be more attractive than a slightly higher proposal involving uncertainty or complicated conditions.
This is particularly relevant for international buyers who are able to demonstrate that their financing, documentation and decision-making process are already organised.
Does being a cash buyer help you negotiate in Italy?
It can strengthen your position, but being a cash buyer does not automatically entitle you to a discount.
What it can offer the seller is greater certainty. There is no mortgage approval on which the purchase depends, and the transaction may be easier to organise within the seller’s preferred timeframe.
That can become useful during negotiations, particularly when two offers are relatively close.
But if the property is already competitively priced and there are several buyers interested, cash alone may not be enough to justify a significant reduction.
Negotiating property prices on the Italian Riviera
Local market knowledge becomes particularly important in areas where the supply of certain types of property is limited.
On the Italian Riviera, two apartments in the same town can behave very differently on the market.
A good sea view, a genuinely usable terrace, a garage, walking distance to the centre or the beaches, a top-floor position or a particularly attractive building can make a property substantially harder to replace.
This matters when negotiating.
If several similar properties are available, a buyer has alternatives and therefore more leverage. If the property combines features that rarely appear together, an excessively aggressive opening offer can be counterproductive.
This is especially true for international buyers searching for a very specific combination of location, view, outdoor space and proximity to the sea.
The right strategy is therefore not necessarily to secure the largest percentage discount. It is to buy the right property at a price that is supported by the local market.
Should you ask the estate agent how much the seller will accept?
Yes, but ask the right question.
Instead of simply asking “What is the lowest price the seller will take?”, ask the agent about the history of the property, current interest, comparable alternatives and how the asking price was established.
A good local estate agent should be able to give you context rather than simply suggest a percentage.
That information can be far more valuable than trying to guess the seller’s minimum figure.
Making an offer on a property in Italy
Once you have decided what you believe the property is worth, the next step is to structure the offer properly.
This is particularly important in Italy because an offer to purchase is not simply an informal expression of interest. Once accepted under the agreed terms, it can create binding contractual obligations.
Before making an offer, international buyers should therefore understand both the price they are proposing and the conditions attached to it.
You can read our Buying a Property in Italy: Step-by-Step Guide for a detailed explanation of the offer, preliminary contract and final deed.
So, how much should you offer below the asking price?
There is no percentage that works for every Italian property.
A sensible offer should be based on the individual property, its asking price, comparable homes, its condition, time on the market, local demand and the strength of your own position as a buyer.
Sometimes the right negotiation may be several percentage points below the asking price. Sometimes there may be considerably more room. And sometimes paying the asking price for a rare and correctly priced property is a better decision than losing it while trying to obtain an additional discount.
Negotiating well is not about offering as little as possible. It is about knowing what the property is worth before deciding what to offer.
Frequently Asked Questions
Can foreigners negotiate property prices in Italy?
Yes. International and Italian buyers negotiate in exactly the same way. Nationality does not determine the price or the negotiation process.
Do Italian sellers expect buyers to negotiate?
Many sellers are prepared to consider an offer, but it should not be assumed that every asking price includes a predetermined negotiating margin.
Is an offer 10% below asking price too low in Italy?
Not necessarily. It depends entirely on the property and its market position. For some properties it may be realistic; for others it may be rejected immediately.
Can I negotiate after viewing a property in Italy?
Yes. Normally your estate agent will discuss the potential offer with you and then formalise it in writing. Because an accepted written offer can have important contractual consequences, its terms should be considered carefully.
How can I know whether an Italian property is overpriced?
Local comparable properties, condition, location, time on market and the features that make the property more or less desirable all need to be considered. A local agent with direct experience of completed transactions can provide more meaningful guidance than advertised prices alone.
Buying property on the Italian Riviera?
LiguriaHomes Casamare & Hamptons has been assisting Italian and international buyers in West Liguria since 1991, with six local offices covering the Italian Riviera from the French border to Alassio.
If you are considering making an offer on a property in Liguria, our team can help you understand its position in the local market and structure a realistic negotiation strategy.
Explore our properties for sale in Liguria or contact our team to discuss your property search.
