There are hundreds of more or less similar land listings in the city. Their average price is $x/m2.
To make this land unique, owner worked on the land and made it look pretty. It is no longer a pure investment decision for the buyer. It is has recreational value.
Owner wants to sell at $3x/m2.
Can marketing make that happen?
Marketing can mean showing this listing to 1M people like Ryan Serhant does on Youtube.
You said yourself the going rate is $x/m2 for unimproved land, so improved land should be worth more.