I find it hard to understand why anyone in Family Medicine would not want to go rural if they prioritize maximizing their income potential. Pretty much the less supply/competition there is of other people wanting to live and work there, the less replaceable and higher in demand you become. It's one of the few jobs where pretty much the farther you go towards a low cost-of-living location and lower overall median income location, the more money you can make, because there will be more you as one of few physicians in the town are allowed/expected to do to provide the healthcare for the community. Doing ER coverage on top of your usual clinic hours is the big one, you can bring in an extra $60,000-70,000/year easily by doing 48 hours of extra ER coverage per month. And these small towns of 2,000-5,000 people typically average only a patient every 2-4 hours (when you include the slower overnight hours). Then some rural family docs do up to triple those ER hours per month on top of their clinic hours, bringing in an extra $200,000 annually.
If you want to practice Family Medicine in a place somewhere like a Sacramento (I'm just assuming without having ever been there or explored the job market there), I'd count on probably making $160,000 without opportunity for inpatient, OB, or ER, unless you're trying to see like 30+ patients/day, then you probably could push yourself into the low-$200,000's. Cities that size have their own IM, OB/Gyn, and ER physicians for those other duties. Or, you could go somewhere like a small town, away from the city, in say Arizona or Utah (or most states in the country), and probably pull in $400,000 if you wanted to work your butt off (probably more like $300,000 for a typical 50 hr/wk average). Extra perk being that each of your dollars goes twice to triple as far or more when it comes to houses and land when you get to those other places.
So it all depends on your priorities. Do you want to live in a Californian city because it's where you know people and the weather is perfect and there's a ton to do, but struggle to keep up with the rest of the upper-middle class and find an affordable home big enough to raise a family in a nice neighborhood that has decent schools. Or do you want to make twice as much and be able to get a bigger nicer home for half the cost and have extra money to put towards retirement, college funds, travel, a pool, a home gym, or toys like a sports car, an RV, a boat, etc.