Highlights From Our Seminar With Svensk Nyproduktion

Real Estate Developer's Seminar Recap: Pricing New Construction on Buyers' Willingness to Pay.

Sep 28, 2026

September 28, 2026

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On Friday our CEO Robert Tinterov spoke at a seminar in Gothenburg hosted by our partner Svensk Nyproduktion. Thank you to the SNP team for the invitation, and to everyone who showed up with good questions.

Svensk Nyproduktion (SNP) is one of Sweden's leading real estate brokers for newly built homes. Alongside sales, they offer market analysis and advisory services to residential developers, backed by data on thousands of new construction projects.

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At the seminar, the room was full of professionals building homes in Västra Götaland, western region in Sweden and home to Gothenburg. The agenda covered where the new construction market in the region is heading, and what actually sits behind a buyer's decision. Fabian Ohlin from Söderberg & Partners Bolån added the financing side, and how different mortgage solutions make a purchase possible in today's market. Three views of the same decision: the market, the buyer, and the money.

The Questions That Keep Going Unanswered

Real Estate Developers already hold a lot of information. Sales history, comparables, migration flows into the region. What none of it answers is how much more a buyer will pay for the balcony. Hence, we opened with the questions that come up in almost every project:

?How much more will buyers pay for a balcony?

?Is a parking space a deal breaker?

?Who wants to live in this area?

?How important is sustainability to buyers?

?Does proximity to water drive a higher price?

?Can we speed up sales by lowering the price, and by how much?

?How much does willingness to pay vary by floor?

Every one of these is a pricing question with a number attached to it. The number is knowable. It just tends to go unmeasured, so the decision gets made on instinct and on whatever the project down the road sold for.

What Willingness to Pay Means in a Housing Project

Willingness to pay is the highest price a buyer will accept before walking away. In a housing project it is never one number. It moves with the floor, the view, the parking space, the finish level, and who the buyer is.

We measure it at exact price coordinates with answers from real potential buyers, which produces a demand curve and a revenue curve for the specific product you are planning to build. That is the difference between knowing buyers want a balcony and knowing what a balcony is worth to them in kronor.

Priceagent's Partnership With Svensk Nyproduktion

SNP knows Swedish new construction from the inside: market data, sales data, and the migration flows that decide which areas fill up next. We bring the measurement layer on top of it.

Svensk Nyproduktion

Deep Experience

In depth knowledge of new construction and homebuyers, backed by extensive market data.

Market dataSales dataMigration flows

Priceagent

Unique Method

Willingness to pay measured in software, with answers from real potential buyers rather than assumptions about them.

Willingness to paySegmentationCurrent answers

Neither half does the job alone. Market data tells you what has already happened. Willingness to pay data tells you what buyers will do with the project you have not built yet.

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Four Phases Across the Project Lifecycle

Pricing a residential project is not one decision. It is four, spread across several years, and each one narrows what is still possible in the next. Robert walked through all four and what can be measured at each point. Select a phase to see what we measure and what comes out of it.

Phase 01 · Land Acquisition

Should We Buy the Land?

Validation of a specific location before the land purchase: target audience, willingness to pay, product mix, concept, risk and marketability.

Focus: demand and target audience

What we measurePurchase intent, preference for new construction, and target audience fit.

What you getValidated demand before you invest.

Phase 02 · Project and Sales Launch

What Exactly Should We Build?

Price right from the start and define the product mix that meets presale requirements before construction begins.

Focus: product definition and willingness to pay

What we measureSize, floor plan, finish level and location, each tied to willingness to pay.

What you getInput for floor plans, product mix, the financial model and the initial price list.

Phase 03 · Sales and Phase Rollout

How Do We Maximize Conversion?

Unit level price optimization, phasing strategy and removal of purchase barriers, so momentum holds after launch.

Focus: price optimization and purchase barriers

What we measurePrice acceptance, concerns, incentives and purchase barriers.

What you getInput for price adjustments, offers and packaging.

Phase 04 · Final Sales

How Do We Sell the Last Units?

Sell out the project at or before move in, and find the right level for staged sales.

Focus: unit specific optimization

What we measurePrice elasticity and barriers for each individual home.

What you getPrecise actions to close the remaining deals.

What Real Estate Developers Get Out of It

Build Right

Product mix and finish level that match real demand.

Faster Sales

The right price from the start and fewer purchase barriers.

Better Margins

Price against willingness to pay, not against comparables.

Lower Risk

Validated demand before capital is committed.

The pattern holds across projects: the earlier the measurement happens, the cheaper the correction. A floor plan is easy to change on paper and expensive to change in concrete. Read more about how we get to the numbers on the Predictive Demand Engine page.

Want the Same Conversation for Your Project?

Robert is happy to walk through how this would apply to a specific project, whether you are weighing a land purchase or sitting on the last twelve units.

Book a Meeting With Robert Email [email protected]

Thanks again to Svensk Nyproduktion for hosting, and to Söderberg & Partners Bolån for the financing perspective. Looking forward to the next one.