10 year old rental: what to do next

[Kevin Polite]

My first rental is now 10 years old. When I first purchased and remodeled it was at a little higher standard then most in that area because I could see it was changing. It had a higher rent and usually rented in days. Fast forward 10 years and the competition has increased, but so have rents and values. It now takes a little longer to rent and the competition had granite counter tops with upgraded kitchens & baths. 
is it time to sell & put the money elsewhere, do some higher cosmetic upgrades or just let it be and have lower the market rent increases?