the market rate of return. You establish this by making sure that a market has enough participants that they all vie for the investment. This will drive down the rate of return, down to an acceptable level that allows participants to continue.
Microeconomics suggests there are multiple common scenarios where consumers are priced out of the market entirely. If you can't afford rent then you can't afford to move. People homeless to appease shareholder value.
Land/location is not a capital good and isn't affected by the same market rules as capital goods, because it is unique and possesses monopoly properties. It's essentially impossible for land and other natural resources to have a free market, by nature.
the market rate of return. You establish this by making sure that a market has enough participants that they all vie for the investment. This will drive down the rate of return, down to an acceptable level that allows participants to continue.