From my experience, when you let people decide the price through means such as getting multiple bids through low initial pricing, the final purchase price is usually too high. Therefore I do not think that this marketing strategy will result in a more appropriate pricing. Also if this strategy were to become a popular one, it would also grow to be a an ineffective PR strategy very quickly.
Buzz is a great thing, it gains awareness, but doesn't always translate into increased sales numbers... Unlike with other goods such as fashion, where marketing will be more effective in driving sales, I think that when it comes to homes, consumers are more cautions and fight to filter through marketing, focusing more on the facts surrounding the property; the property features, price and location.