I have been an HVAC/R contractor for 30+ years... I only do commercial work, but I think I can add a few thoughts that might help.
Stick with an established brand- Most of these units are built in China, and I have seen on several occasions a company will start-up, sell a low priced unit made in China, then go belly up. No parts or warranty after that. There are a lot of good names, Samsung, Mitsubishi, LG, just to name a few.
Go with a high SEER rated unit. With new DC units and variable speed compressors, SEER ratings of over 20 are possible. That is amazing, considering the average central system in use today is about 8-12. I'm thinking about getting a 12K split heat pump for the center of my house for late spring and fall heating, just to keep the NG boiler off.
Money spent during installation, will pay-off year after year. Energy prices are not going down.
Last point- the installing contractor should be the deciding factor. I would rather have bottom line equipment installed by a competent contractor, as opposed to the best stuff installed by a hack.
I hope this helps some.