2025 closes for Great Estate with solid figures and growing performance, confirming more than twenty-five years of leadership in Umbria and Tuscany in the luxury real estate sector.
In a context where the home is taking on increasingly profound meanings—as a place to live, an investment and an experience—Great Estate continues to stand out as a trusted point of reference for a national and international clientele seeking quality, authenticity and long-term vision, closing 2025 with solid results in line with the group’s growth strategies.
A CHANGE IN THE MARKET SCENARIO
In 2025, the Italian real estate market shows clear signs of renewed stability and confidence. The recovery in residential transactions is confirmed by data from the Real Estate Market Observatory of the Italian Revenue Agency and by Nomisma’s analyses, which outline a positive trend and solid year-end prospects. Forecasts also point to moderate but steady growth over the next three years, and according to projections, the Italian real estate market in 2025 is expected to close with an increase in transactions of +5.5% compared to 2024.
Within this scenario, second homes and the hospitality sector emerge as strategic segments, capable of attracting an increasingly qualified demand.
At a national level, the second-home market is recording value growth (between 1–2% per year), supported by sustained interest in renovated, energy-efficient properties set in areas with a strong territorial identity, where short-term rentals represent a concrete value-enhancement opportunity (6–10%).
A resilient market is thus taking shape, driven by informed buyers who see property not only as an asset to own, but as a project to live and develop over time.
UMBRIA AND TUSCANY: REGIONS THAT SPEAK TO THE WORLD
During 2025, the Great Estate Group completed a total of 219 transactions, successfully concluding 127 negotiations.
In fact, in 2025 Great Estate further consolidated its leadership position in Umbria in the luxury real estate segment, with particular reference to villas, farmhouses and apartments located in historic centres. 62% of clients chose to purchase a property in Umbria, while 35% opted for Tuscany and the remaining 3% for Lazio. Analysing the geographical distribution of sales in Umbria, 67% were concentrated in the province of Perugia and 33% in the province of Terni, confirming the Group’s widespread presence and steadily growing performance throughout the region.
Tuscany, which has always been one of the core businesses of the Great Estate network, saw a well-structured distribution of sales in 2025: 42% of transactions were carried out in the province of Siena, 33% in the province of Arezzo, 11% in the province of Grosseto, while the remaining 14% was divided between the provinces of Florence, Livorno and Pisa.
VILLAS AND FARMHOUSES BETWEEN UMBRIA AND TUSCANY: THE MARKET DRIVEN BY INTERNATIONAL CLIENTS
An analysis of the data for the year just ended shows that in Umbria, the vast majority of sales, equal to 75%, involved properties located in the countryside, in particular farmhouses, villas or portions of farmhouses. The remaining 25% of transactions involved properties located in historic centres. The same percentages of preference for property type are also found in sales managed in Tuscany.
As regards average purchase prices, Umbria recorded an average amount of approximately €500,000, while in Tuscany the average transaction value stood at around €800,000. In terms of the type of properties sold, demand was mainly focused on second homes, increasingly conceived as spaces to be lived in personally and, at the same time, to be enhanced through high-level hospitality, thanks in part to the possibility of relying on highly specialised services such as those offered by Great Stays, the group’s tour operator dedicated to luxury tourist rentals.
These are mainly large villas and farmhouses, immersed in the countryside and designed as authentic properties of charm, which respond to the desire for authenticity, privacy and quality of life, without sacrificing modern comforts. These are places deeply linked to the territory, its architectural features and the enchanting landscapes of Umbria and Tuscany, offering a rare balance between elegance, tradition and contemporary well-being.
An analysis of the origin of buyers shows that the majority, around 70%, come from abroad. Specifically, 40% come from Northern European countries, 20% from the United States and the United Kingdom, and 10% from Israel. Italian customers account for the remaining 30%.
INTERNATIONAL RELATIONS AND STRATEGIC VISIBILITY
2025 also marks a further strengthening of Great Estate’s institutional and international positioning. The opening of a new office in the historic centre of Perugia represents a concrete sign of long-term commitment and vision, while communication activities and partnerships with international agencies (currently numbering 24 major collaborations) expand dialogue with a steadily growing global demand. Presence in prestigious international publications, including the British titles House & Garden, Tatler, The Sunday Times, Vogue UK and The Times, helps to enhance unique properties while offering new opportunities to owners wishing to reach mature and selective markets.
GE HOLDING: AN ECOSYSTEM THAT CREATES VALUE
At the heart of this journey lies the vision of GE Holding: an integrated system in which different areas of expertise work together synergistically. From Great Stays, the business unit dedicated to excellence in luxury hospitality rentals, to Great Synergy, a network of qualified partners including architects, technicians, craftsmen and other local professionals, each business unit is designed to accompany clients along a comprehensive, structured and long-term-oriented path.
In 2026, Great Solutions will also become fully operational, conceived to offer even more comprehensive technical and management support, with a dedicated property management service. Over the course of the year, GE Holding will continue to develop further real estate business solutions, complementary to the services already offered.
A model that looks to the future, where luxury real estate translates into strategic relationships, exclusive experiences and tangible value.
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