How Developers Decide Which Flats to Release First
When a new development launches, the order in which flats are released is rarely random. Developers are deliberate about which units they put on the market first because early sales shape pricing, perception, and momentum for the entire project.
Understanding this strategy helps buyers see past urgency tactics and recognise where real value may or may not sit.
Here is how those decisions are actually made.
Early Releases Are Used to Set the Price Anchor
The first flats released are chosen to establish a strong price reference. Developers want early transactions to create a benchmark that later buyers will accept as normal.
These initial units are often well located within the building. Good aspect. Clean layouts. Attractive views. Not necessarily the best units overall, but strong enough to justify the starting price.
Once a few sales are completed at that level, the price becomes psychologically anchored. Everything that follows is measured against it.
Units That Photograph Well Come First
Launch marketing relies heavily on visuals. Developers often release flats that photograph cleanly and clearly for brochures and show homes.
These units tend to have simple layouts, generous glazing, and tidy proportions. They look convincing in renders and marketing materials, even if other units in the building are larger or more efficient.
The goal is to create confidence quickly rather than reveal complexity.
Desirable Yet Replaceable Units Are Prioritised
Developers rarely release their very best units first. Premium corner flats, top floor residences, or unique layouts are usually held back.
Instead they release units that are attractive but not irreplaceable. If demand is strong, they can later increase prices on the truly exceptional flats. If demand is weaker, they still have flexibility.
This allows pricing control as the market response becomes clearer.
Lower Risk Units Help Secure Early Funding
Early sales are often tied to development finance requirements. Lenders want to see a certain percentage of units sold at agreed prices before releasing further funding.
Developers therefore release units that are easiest to sell quickly. Mid floor flats. Standard layouts. Broad appeal.
The aim is speed and certainty rather than maximising value on every unit from day one.
Phasing Is Used to Create Scarcity
Developments are rarely released all at once. Units are phased deliberately.
By limiting availability, developers create the impression of scarcity even though the total supply already exists on paper. Buyers feel urgency. Prices feel justified. Momentum builds.
Later phases are then released at higher prices using early sales as justification rather than changes in underlying value.
International Buyer Preferences Are Considered
In London especially, early releases often align with international buyer preferences. This can include certain floor ranges, views, or unit types that are easier to sell overseas.
Pricing is often calibrated to what global buyers are accustomed to rather than what local resale buyers will later accept. This helps developers achieve early velocity even if it creates long term pricing tension.
Less Popular Units Are Delayed
Units with awkward layouts, compromised views, lower floors, or higher noise exposure are usually held back. Developers prefer to sell momentum units first and address more difficult stock later once pricing is established.
By the time these flats are released, buyers are comparing them to earlier sales rather than to external comparables.
This helps protect pricing even for weaker units.
Show Homes Influence Release Order
Flats chosen as show homes are often among the first released or at least priced early. They shape buyer perception of the entire development.
Once buyers emotionally connect with a show home, they are more willing to accept variations in other units. The release order supports that emotional sequencing.
Final Thought
Developers decide which flats to release first to control narrative, pricing, and momentum. Early releases are about perception and anchoring, not about offering the best value.
The best flats are rarely the first ones you see. They are the ones revealed once the market has already accepted the price.
For buyers, understanding release strategy turns urgency into insight. When you know why a flat is being offered first, you can decide whether you are being invited into value or into positioning.