The construction industry, as a strategic foundation of the economy, directly influences national economic and social development. In conditions of increased urbanization and limited resources, professional and rational assessment of land plots at the initial stage of an investment project becomes critical. Ignoring key engineering and infrastructure factors at the early planning stage inevitably leads to a significant increase in costs and risks, which jeopardizes the financial stability of the project. With this in mind, the aim of this work was to outline the main components of SWAP analysis as an effective practical tool for systematizing the process of selecting land plots for construction. A detailed review of the origins of the SWAP methodology was conducted — it probably originated in the professional environment to summarize many years of experience and simplify communication between specialists and investors, focusing on identifying hidden risks. The aim of the study was to detail each of the four elements of SWAP and justify their critical impact on the final cost and success of a construction project. A detailed examination of the four key SWAP factors revealed their multifaceted nature and critical importance: S – Size requires an assessment not only of the total area, but also of the shape and topography of the site to avoid non-compliance with building codes and increased earthwork costs. W – Water covers the analysis of the groundwater level, as well as the assessment of access to water supply and the risk of flooding. A – Access concerns not only the quality of access roads for construction equipment, but also the availability and cost of connection to key engineering networks: electricity, gas, and sewage. P – Proximity determines future liquidity and comfort of living by assessing the distance to key social infrastructure facilities and taking into account the presence of potential sources of discomfort in the immediate vicinity. The use of SWAP analysis is an indispensable practical tool for investors and developers, as it allows them to systematize the process of selecting a land plot and avoid costly mistakes and hidden costs at the zero cycle of the design. SWAP analysis is an effective mechanism for objectively comparing several options and selecting the optimal site that best meets the needs of the investment project and ensures its financial stability.