Guide · New launches
Most buyers overpay in new launches. Here's how to spot the sweet spot unit
Most people go into a launch thinking they're getting a good deal, without realising they might be overpaying from day one. I see it happen a lot, especially when a project is very popular: the queue is long, everyone is rushing, and decisions get made very quickly. Here's a simple way to think about it, not just which unit to choose, but how to avoid paying more than you should in the first place.
Prefer to watch? This guide follows the video, with extra detail and what has happened since.
In short:
- Every project has sweet spot units: not the cheapest, not the most expensive, but where price and value make the most sense.
- Step 1: work out the project's unique selling point, what buyers choose it for.
- Step 2: work out how the developer priced it: by floor, by facing or view, or by unit type. Developers rarely load all three at once.
- Buying into the selling point pays off only if you didn't overpay for it at the start.
What I mean by a sweet spot unit
Developers don't price their units randomly. There's always a strategy. Some units are priced attractively to move them first; others are priced higher because the developer knows buyers will pay for them. In between, there are always units where the price and the value just make more sense. Those are what I call the developer's sweet spot units.
If you understand how the developer is thinking, you start to see which units are worth your money. I simplify it into two steps:
- Identify the project's unique selling point (USP). What is this project known for? Why would a buyer choose it over everything else nearby? Get this wrong and you might buy something the market doesn't value highly.
- Understand how the developer priced the project. Even if you identify the USP correctly, if the developer has already priced that premium aggressively, you can still overpay.
It's the two together: not just what to buy, but how it's being sold to you.
Step 1: find the selling point
Pinery Residences: convenience
Pinery Residences in Tampines is a mixed development, with Pinery Mall below and an underground link to Tampines West MRT. Very clearly, people buying here are buying convenience. They don't want to spend time travelling around; they want everything at their doorstep. So within the project, the next question is which units give you the most convenience: for example, the ones closest to the access point down to the mall. The difference may seem small today, but at resale it can give you a slight edge over other units.
Zyon Grand: height and views
Zyon Grand is also a mixed development with an MRT station and shops downstairs. But that's not really why people buy it. The real draw is the height: at 62 storeys, it's very different from most of the projects around it. So it attracts buyers who want convenience and views: higher levels, unblocked outlooks, something more exclusive. Within this project, the units that stand out are the ones that deliver that experience.
Does buying the USP mean more profit?
Most people assume yes: if everyone wants it and it's the highlight of the project, surely it will perform best. It's not that simple. Developers know the USP too, and very often they've already priced the premium into those units. So the real question isn't just what you're buying, but how much you're paying for it.
Step 2: read how the developer priced it
In most projects, developers structure their pricing in one of three main ways:
| Pricing strategy | What it means | Where the sweet spot tends to be |
|---|---|---|
| Per floor jump | The higher you go, the more you pay, by a steady step per floor | Lower and middle floors, or a project with a smaller step per floor |
| Facing or view | Certain stacks and orientations carry a premium | Higher floors on a less premium facing |
| Unit type | Larger units priced differently from smaller ones | The unit types that don't carry the premium |
The key thing: developers usually don't maximise all three at the same time. Once you can see which one they're focusing on, you can see where the opportunities are.
Strategy 1, loading by floor: River Green
At River Green, the price per square foot across the different bedroom types, from 1-bedroom to 4-bedroom, is quite similar. There isn't much difference between small and large units. Where the difference comes in is the floor: from the 2nd floor all the way up to the 36th, prices rise consistently, about 1% per floor. So the developer is mainly loading price by height, not by unit type or layout.
Strategy 2, loading by unit type: Zyon Grand
At Zyon Grand, the bigger the unit, the higher the price per square foot: there's about a 10% difference from the smallest unit type to the biggest. So the developer is pricing a premium into the larger bedroom types, not just the floors.
A lot of buyers don't expect this, because in the past bigger units had the lower psf. Now it's the complete opposite. And it changes how you choose: if the larger units already carry a premium, the smaller units become relatively more attractive, especially on higher floors. In a project like this, the sweet spot usually comes from smaller units on high floors.
Comparing the two for a 2-bedroom
So how do you choose between these two projects for a 2-bedroom? At River Green, the price rises about 1% per floor, so you pay quite a significant premium as you go higher. Zyon Grand is much taller at 62 levels, but its increase per floor is much lower, at about 0.35%. You can go a lot higher for a relatively small increase in price.
Side by side, the value isn't about the psf; it's about what you get for that price. For a 2-bedroom, I'd lean towards a higher floor at Zyon Grand: you get the height and the view without paying as aggressive a premium for it.
Comparing the two for a 4-bedroom
For bigger units, the thinking changes. At River Green, 4-bedrooms on the lower floors started from about $2,700 psf. At Zyon Grand, even mid to high floors were above $3,300 psf, with the 44th floor starting at about $3,341 psf. The larger units at Zyon Grand already carry a strong premium, so you pay more up front. River Green's pricing is spread more evenly across unit types, so you can enter at a lower price point, which gives you more room at resale.
| If you want… | River Green | Zyon Grand | My pick |
|---|---|---|---|
| A 2-bedroom | About 1% more per floor | About 0.35% more per floor, 62 storeys | Zyon Grand, higher floor |
| A 4-bedroom | Lower floors from about $2,700 psf | Mid to high floors above $3,300 psf | River Green, lower floor |
Strategy 3, loading by view: Lentor Modern
At Lentor Modern, units facing the landed estate were priced at a clear premium over units that don't face it, almost $200 psf more. That's common, because buyers see that facing as the better, more exclusive one. But is the premium worth it? At resale, buyers may appreciate the facing without being willing to pay the same level of premium for it, so your upside gets compressed. In a case like this, the better units are on higher floors in a less premium facing: you still get the height and decent livability, without overpaying.
When a view premium does pay: Seaside Residences
Not all view premiums are bad. At Seaside Residences, the USP is very clear: the sea view. Buyers come specifically for it. Compare a sea-facing unit with a landed-facing unit, both bought around the same time in 2017, and the sea-facing unit made a higher profit and a higher return. Buying into the USP worked here because the premium for the sea view was reasonable at entry, so there was still room for growth at resale.
That's the key takeaway: buying into the USP can give you better returns, but only if you didn't overpay for the premium in the first place.
When most units share the selling point: River Modern
At River Modern in River Valley, the USP is the river. But about 70% of the units face it. When so many units share the same feature, how do you choose, and how will yours stand out later?
A developer is very unlikely to price every river-facing unit the same. If they priced everything at the top, most units wouldn't move. So there's a spread of pricing, and that's where you find the sweet spot. At launch, 2-bedrooms started from about $2,877 psf, while 4-bedrooms in the premium river-facing stacks started from about $3,134 psf. Even smaller river-facing units went up to over $3,600 psf on the higher floors. So within the river-facing category, there are layers of pricing.
The sweet spot sits between those layers. Take the C4 layout, a 904 sq ft 3-bedroom: it still faces the river, but it isn't the most premium stack. You get the benefit of the USP without paying the highest premium for it. It's also not the largest unit type, so it isn't hit by the higher pricing on the biggest units. Your entry price is more reasonable, and you're still buying into what the project is known for.
That's what I mean by a sweet spot: not the cheapest, definitely not the most expensive, but where value and demand meet in the middle.
The three scenarios you'll find yourself in
| Scenario | What you bought | What it means at resale |
|---|---|---|
| Best case | A good price and the project's USP | Your upside is strongest |
| In between | Cheap, but without the USP | Demand may not be as strong when you sell |
| In between | The USP, at a high price | Your profit margin may be tighter |
| Worst case | A big premium, without the USP | You've paid for something the market doesn't value as much |
The in-between is where most buyers struggle, and the worst case is usually where buyers get caught up in the moment. Not all units in a project are equal, and something that looks good on paper isn't necessarily good value.
A checklist for launch day
- Write down the project's USP in one sentence: convenience, height, a view, the river, a school.
- Look at the price list by floor. Work out the step per floor. Is it about 1%, or much smaller?
- Compare psf across unit types. Are the bigger units cheaper or dearer per square foot?
- Compare facings within the same unit type and floor. How much is the premium for the "better" side, in dollars?
- Shortlist units that carry the USP without the biggest premium, then check the layout works for the buyers who'll buy from you later.
- Decide before the queue. Know your first, second and third choices, and your ceiling, so you don't decide in a rush.
Each of my launch pages shows the units still available, their prices and facing, and lets you compare two side by side: see all launches. My guide on the high floor premium goes deeper on when height is worth paying for.
What has happened since
All four launches in this guide have sold most of their units since the video. As at 9 to 10 October 2026, River Modern had 24 units left, Pinery Residences 33, River Green 27 (from about $1.40 million) and Zyon Grand 68 (from about $1.45 million). With fewer units left, the choice narrows to what remains, so the same method matters even more: look at what's left, and see which of those units still sit in the sweet spot. Availability changes quickly; each launch page shows the latest list.
Looking at a new launch and not sure which units are the sweet spot? Send me the project and your budget, and I'll go through the price list with you.
Questions people ask me
Is the cheapest unit in a launch the best value?
Not necessarily. The cheapest units often lack the project's selling point, so demand can be weaker when you sell. The sweet spot is usually in the middle: units that carry the USP without the biggest premium.
How much more should a higher floor cost?
It depends on the project. Some developers add about 1% per floor; others, especially in very tall projects, add much less. Work out the step per floor from the price list and compare it with what you get: a view, or just a few extra metres.
Are bigger units cheaper per square foot?
They used to be. In some recent launches the larger units are priced higher per square foot than the smaller ones. Check the price list: if the big units carry a premium, smaller units on high floors may be better value.
Is a premium facing worth paying for?
Only if the premium at entry is reasonable. A sea view at a fair premium has paid off; a landed facing at almost $200 psf more can compress your upside, because resale buyers may not pay the same premium again.
What if most units in the project share the same view?
Then the developer will spread prices within that group. Look for units that still have the feature but aren't in the most premium stack or the largest unit type.
Related guides
- Everyone wants a high floor. Don't make this mistake.
- When launch hype doesn't mean gains.
- Bigger unit or better location: which makes more profit?
- How land cost will push condo prices higher.
Prices, per-floor steps and premiums are as shown in my video of 25 May 2026, from the developers' launch price lists. Units left as at 9 to 10 October 2026, from the latest availability lists on my launch pages. This guide is general information, not financial advice.