George Laing is a 30-year-old Englishman who took part in Italy's 1 euro house project by purchasing a property in Mussomeli, in the heart of Sicily. From there, a great adventure began, as he is carrying out the renovation himself, "watching videos on YouTube." This has gained him significant popularity on Instagram, to the point that he will soon appear on one of the UK's main television channels for a property-themed series.
Mr Laing, what brought you to Mussomeli in Sicily to buy a 1 euro home? How did it go?
My journey began in London, where I grew up. I lived in Highgate with my family and went to school at UCS. My grandmother still lives in London, in the same house since the 1960s, when the price of a property was three to four times the average annual salary. My family has lived in London for generations, but I was forced to leave due to high rent, low wages, and extremely high water and electricity bills. More generally, the poor quality of life for someone earning £30,000 a year—who, after taxes, insurance, rent, and bills, ends up in debt every year—made it unsustainable.
What are your tips for those considering doing the same?
Do your research and understand the commitment involved. While the price may be symbolic, the renovation process requires patience, financial planning, and a clear vision. Most importantly, embrace the journey—it is just as rewarding as the final result.
I will also never have to make a single mortgage or rent payment again in my life.
What challenges—both technical and financial—did you face when purchasing a 1 euro house?
The biggest challenge I faced was the language barrier. However, I have to say that technology has been a huge help—Google Translate, in particular, has been invaluable. The second biggest challenge is loneliness. Since I travel alone and am renovating the house by myself, you have to go through the psychological process of being on your own 99% of the time, which some may find difficult.
It wasn’t easy for me at first either, but now I enjoy every single day of the renovation.
I believe the Municipality of Mussomeli requires the renovation to be completed within three years—do you think you’ll manage it?
Yes, I’m confident I’ll meet the deadline. Careful planning and overseeing every phase of the renovation have been crucial. The only condition for purchasing these properties is that you must renovate the roof and façade within three years, or face a potential fine of up to €5,000. However, if it takes 36 months to complete these works, I believe that’s more due to a lack of commitment than anything else.
The purpose of this requirement is to prevent people from buying large numbers of 1 euro houses without investing time or money in their restoration, only to sell them later for a profit.
How have you found dealing with Italian bureaucracy?
I’d say the main difficulty with the bureaucracy is that everything is very, very slow. This is especially true when buying an old property—many have been abandoned for years, or ownership has been passed down to ten different heirs, meaning you need consent from everyone listed on the title deeds. Sometimes, finding the right paperwork can be an incredibly slow process.
It took about six to seven months from my first visit to finally getting the keys. Even connecting electricity and water was a slow process, though I chose to handle it myself instead of paying an agency, which would have certainly sped things up.
Apart from that, I’ve been able to travel freely and renovate my property without any major issues. All the local agencies and suppliers have been incredibly helpful.
I’ve seen that you’re documenting your renovation journey on social media - tell us more.
Less than 10 months ago, I was practically invisible—I had no social media presence at all. However, since I started sharing my journey and renovation project, I’ve gained over 150,000 followers on Instagram. This has opened many doors and already led to several lucrative opportunities.
I created my Instagram profile, @George_Laing_, to show the world that financial independence and a fulfilling life are possible without needing vast resources. No one funds my lifestyle except for the hard work I put in. I wanted people to see that it’s possible to climb the property ladder without spending a fortune, taking out a mortgage, applying for loans, or spending most of their salary on rent.
Now, I plan to expand my social media presence to YouTube, with a podcast coming soon.
Are you doing everything yourself, or have you hired a company?
So far, I’ve done 100% of the work myself. I’m learning how to do each task using common sense or by watching YouTube videos. If you have the time, patience, and willingness to understand, learn, and make mistakes, you’ll be amazed at what you can achieve. I’ve found that for most tasks, as long as you have the right materials and understand the process, anything is possible. From rewiring and plumbing to installing a new roof, kitchen, or bathroom—nothing is out of reach.
If I’m not mistaken, you work in real estate—do €1 Houses fit into your professional projects?
I work in a variety of industries. I run an online auction and jewellery business on my website. My passion and primary source of income come from buying and selling items, mainly antique gold jewellery, but I also deal with liquidation sales of gym equipment and optical machinery. If there’s a profit to be made, I buy and resell.
I also organise Sussex’s largest indoor market multiple times a year through my company, "Pop Ups," providing an affordable platform for local businesses to sell their products. Our last event featured over 50 local businesses with stalls and attracted thousands of people from the community.
That said, I’ve always had a passion for property renovation—I grew up watching renovation programmes. I entered the real estate sector about two years ago, and this is my first renovation project.
I believe I’ll expand my property portfolio and purchase many more homes in this area and across Sicily. I’ve fallen in love with the island and its people.
What are your plans for the house once the renovation is complete?
I plan to rent out the property, as I already have a waiting list of 500–600 people eager to stay there. But that’s not all—I also intend to buy and renovate two more properties this year.
How have you integrated into the local community in Mussomeli? Have you made new friends?
The community in Mussomeli has been incredibly welcoming. By working with local artists and supporting small businesses, I’ve built meaningful relationships.
The connections I’ve made here are just as valuable as the property itself—they’ve made me feel truly at home.
Would you recommend this experience?
Absolutely. It’s an adventure that requires commitment and dedication, but it’s incredibly rewarding. If you have the passion and are willing to take on the challenges, this experience will change the way you see both property and community.
If you want to live without a mortgage or rent and connect with a loving and growing community of like-minded people, then go for it! From buying a 1 euro house, I’ve gained 150,000 Instagram followers, achieved financial freedom, launched an online auction business, grown my jewellery store, expanded my market events, and will soon be featured on one of the UK’s top five TV channels for a property series.
These are just some of the incredible opportunities that have flourished from this venture. Sometimes, we have to take risks, step out of our comfort zones, and place ourselves in new environments that can lead to bigger and better opportunities.
We only get one chance in life to become who we want to be and create the future we desire. Life has two guarantees: taxes and death. But maybe there’s a third—living a happy life in a €1 house in Sicily!
For more on how to buy a 1 euro house in Italy, check out our guide.
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