When listing an item you will be guided by HURR as to the optimal rental fee. We have worked hard to come up with the price points at which we know items rent best. This is typically 10%-15% of the retail price. As the lender, you are able to override the suggested pricing. You may wish to drop the price to get more rentals or to push it higher if you feel your piece is in high demand! Ultimately, you have control!
Top Tip: Look at similar listings and set your prices slightly lower to attract more rentals.