Justin R. Harris, a luxury real estate strategist, argues that homes do not sell themselves; instead, strategy sells homes by actively creating demand. He emphasizes that "value without demand is just a nice idea," and even imperfect properties can sell "fast and profitably" with the right approach. Harris outlines a four-step method: first, find the unique angle by highlighting potential and possibility; second, market the lifestyle, not just the floorplan by appealing to emotions and imagination; third, create visual energy through professional and evocative presentation; and finally, control the narrative by proactively addressing potential objections and reframing them as benefits. Ultimately, the purpose is to "trigger imagination, not hesitation," ensuring that every home's "story" is expertly told to create demand.