I’m curious why neither Zigbee nor Thread/Matter are on your list here. (Acknowledging that Thread is barely available, and Matter was literally released days ago. But given your “green field” opportunity, they’re worth at least thinking about how they might impact the future.) I ask not because it’s essential, but because not having them on your list suggests there might be important details for your use cases or preferences that aren’t in the conversation yet.
That aside, I’d suggest starting with this video covering exactly this question (pre-Thread, but Zigbee is a useful proxy): Z-Wave vs. Zigbee vs. Wi-Fi! Smart Home Basics: How To Pick The Right Protocol - YouTube. Rob’s a science teacher, and his videos are very detailed and fast paced.
My personal preference is for Wi-Fi connected devices. You’ll find a lot of advice about keeping smart home stuff off of Wi-Fi, because it’s chatty, takes up bandwidth you’d rather use for your Netflix streaming, etc. If you’re using consumer-grade Wi-Fi equipment, that’s probably good advice. BUT.
The single best upgrade you can make to your smart home, especially given a brand new house, is to not use consumer-grade Wi-Fi. I use and recommend Ubiquity (UniFi). I’m on my third generation of UniFi equipment, over almost a decade of use. The difference between the Apple AirPort and ASUS something-or-other is night and day.
It is more complicated to set up and maintain, and it’s certainly more expensive than an all-in-one router/wireless AP. For the complexity, Rob has a bunch of videos about his Wi-Fi setup, using UniFi equipment. Another great resource (if you’re going with UniFi) is Crosstalk Solutions, also on YouTube.
As for the price, well, it’s cheaper than your new house. If you think of it as just part of the purchase price, it won’t hurt as much.
The downside of Wi-Fi is that there are very few battery-powered smart devices that use Wi-Fi, because Wi-Fi is expensive in terms of power use. Wi-Fi-connected devices that are tied into power, like switches, etc., work great, but if you need wireless e.g. motion sensors, you’ve got very limited options, and you’ll be recharging or replacing batteries pretty frequently.
For this reason, I was originally going to add in some selected Z-Wave devices, where I wanted sensors but don’t have power, or don’t want to run a cable. I liked the idea of Z-Wave because (a) it doesn’t overlap the Wi-Fi radio spectrum, and (b) it is managed by a company that insists on standards compliance if you want Z-Wave branding (kind of like Apple’s MFi program). But before I got around to buying things, Thread/Matter came along, and it feels like that’s going to kill Z-Wave first. So I’m hesitant to invest…
In the meantime, I think that Zigbee devices are generally cheaper than Z-Wave, and feel better supported in Home Assistant. (Yeah, yeah, ZHA. There’s three different ways to get Zigbee devices into Home Assistant, and the range of devices supported by Zigbee2MQTT is the longest list I know of.) So, while I wait for the Thread/Matter ecosystem to develop, I’m holding my nose and picking up a few selected Zigbee devices. (Mostly driven by my smart electricity meter, which is accessible only via Zigbee-based interfaces.)