Economic rent and the market for land Consider the market for land in rural Tuscany, the surrounding countryside in central Italy, as compared to the market for land in downtown Florence, a vibrant urban area with hundreds of years of rich history. Because the supply of land in rural Tuscany is , buyers in rural Tuscany pay for use of the land. The rental price of land is much lower in rural Tuscany than in more densely populated areas like downtown Florence. One possible explanation for this rent difference is that highly productive land is in low . Some entrepreneurs decide to build parking lots in downtown Florence. The supply curve for land to be used for parking lots is .