The MLS system (Centris here in Quebec) is a very effective marketing tool for listings and a big advantage of dealing with a Real Estate Broker. However! MLS/Centris does what it does very well but is very limited in the scope of what it does how it reaches people and the messaging it can convey.
Developments are products that require branding and delivering a compelling story about the features and benefits of the development. We are selling a lifestyle and something people aspire too. We are selling what people aspire to be a part of and benefit from over and above owning a property. A simple listing can not as effectively deliver that messaging and touch the consumer at an emotional level moving them to act.
Apart from the mass visibility that MLS/Centris provides a well marketed development requires: