A boom in demand for the valley, but finding rentals is more difficult: an update on the real estate market.

Despite the 2023 flood that caused tens of millions of euros in damage to the area, the Bisenzio Valley continues to be particularly popular with home-seekers looking to spend less than Prato (without traveling too far). At the same time, however, finding a rental property in the Prato province (according to the warning raised by the Il Casolare association a few months ago) is becoming more difficult, as owners, all other things being equal, appear more inclined to sell.

These are the latest developments in the Prato real estate market, released by Mediatori Group in recent days. Based on the recently published official data for 2024, Vaiano is the most highly rated municipality in the Bisenzio Valley, with prices ranging from €2,200 per square meter for a new property (i.e., built less than ten years ago) to €1,600 for a renovated used property (while a used property requiring renovation averages €1,200 per square meter).

Then there's Vernio: €2,000 per square meter for a new property, €1,400 for a renovated property, and €1,000 for a home requiring renovation. The cheapest municipality remains Cantagallo, with €1,200 per square meter for renovated properties. This average valuation drops to €900 per square meter for a property requiring renovation, and as low as €700 for a property requiring renovation.

"From initial findings from January to June 2025, these months have shown an increase in purchase requests in the 'first valley' area: La Briglia primarily, but also throughout Vaiano," explained Paola Vignolini, head of the Mediatori Group for the Val di Bisenzio. "This is because the distance between Prato and the two areas is short, and prices are on average lower than in the capital. So some people are considering moving. Several requests are for houses with outdoor spaces, but apartments in Vaiano are also selling well."

The other side of the coin is rent: Il Casolare, the association founded within the Diocese and Caritas that provides financial assistance to those who cannot afford rent, has in recent weeks highlighted the difficulties families face in finding affordable accommodation.

Since Covid, indefinite employment is no longer enough

Regarding rentals, there are many issues to note. As far as we're concerned, we're able to meet both landlords' and tenants' needs, but finding rental properties is more difficult than in the past, and the rent has also increased,” said Vignolini. “Landlords' requirements have become more stringent: some, in addition to a paycheck with a permanent employment contract, also require a surety bond and three security deposits. Some tenants offer a guarantor, but this isn't always accepted. Generally speaking, I'd say that in Prato right now, compared to a few years ago, when it comes to residential properties, landlords are generally more inclined to sell than rent them out.”

Behind this partial change of direction and the crackdown by property owners is the long-term impact of the pandemic. "We believe the experience of the eviction freeze implemented during the Covid emergency may be behind this," he added. "And between unpaid rent and blocked evictions, some have preferred to focus more on temporary rentals, i.e., those that don't require residency. Or, more precisely, on sales."

Average rental rates in Prato

According to Mediatori Group's data, the average monthly rent in Prato and its province ranges from €500 for a studio apartment to €1,000 for a detached or semi-detached unit. In between, renting a one-bedroom apartment averages €600 per month, while rent rises to €750 for a two-bedroom apartment and €900 for an apartment with three or more bedrooms. Much depends on the area: Pietà and Castellina (where the property valuation for purchase is €3,500 per square meter for properties less than ten years old) remain the most sought-after and highly valued for rentals. Finally, regarding sales by non-Italian buyers, inquiries from the Chinese community appear to be on the rise. There are no official statistics yet, but based on initial inquiries in recent months, interest from Eastern residents in residential properties located in the hamlets of Narnali, Galciana, and Vergaio appears to be growing.

While rentals still dominate in Florence (especially tourist rentals), in Prato the trend seems to be the opposite: those who can seem more willing to sell than in the past. And the coming months will tell whether this is a temporary trend or a truly structural one.