My opinion for Era to "expand" is aside from land, we should have more different activities.
In era, all we do is work, socialize, pk, or do events which can be tiring. How about doing quest that raises a person popularity? Like having a military boot camp. Players can stay the boot camp as long as they want. If they last a month or 3 weeks, they get a statue which raises their popularity. This can only be for the cops. For the gangsters, the quest could be robbing a bank or doing a type of crime that they get a wanted poster and become famous.