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.
Improved land is worth more than unimproved land.
You said yourself it has recreational value.
but that is my assumption. maybe it is not worth that much
You said yourself the going rate is $x/m2 for unimproved land, so improved land should be worth more.