I think the home is in a real up and coming location as the town is revitalizing downtown and continuing to make good progress. I see a lot of appreciation potential with this really close to downtown proximity and the rent will continue to grow over the years as the town transforms not counting for any general market up and down conditions which we have no control over. It's a balancing act. You can ask top dollar and maybe take 2 or 3 months to rent it and lose 2 months of rent as its empty or you can come in cheap and rent it in a day. However there is a sweet spot somewhere in-between. I haven't used the paid Rentometer site, but have tried it unpaid and haven't found any value in the service. Last time I tried, it wouldn't even give me an estimate for my own home without paying so I moved on. Maybe I'm missing something. I use Zillow and to a lesser degree MLS for my pricing comps. It's easy to see what others are charging in real time right now. Also take into consideration the extra unlisted fees you or others charge… $20 "air filter" fee, signing fees, maintenance fees, Management fees… Some have rentals don't go this route and others have a drastically higher rental than advertised. Compare final prices. The more your management company charges if you have one, the less you can charge. I perform a few searches and compare how my proposed rent will compare to my competition. I start off with about a 1 mile radius, but also consider out to maybe 3 miles. Here is the criteria I use:
1. Size: Search for homes of a similar size +/- 250 sq ft. How does my SFH compare in price?
2. Rooms: Search for homes with similar room count. For example 3 bed / 2 bath or 3+ bedroom and 2+ bath. Consider similar garage parking availability also. How does my SFH compare in price? Comparing my SFH to an apartment isn't always straight forward as tenants seem to be willing to pay a top dollar for a lot less with no hassle and extra amenities in an apartment or condo situation. Good to be aware of these rates, but generally stick with comparing a SFH to SFHs.
3. Condition and "fanciness": With the above searches, how nice is my home compared to the competition in the above searches.
If my home is mid-way with fanciness, I would expect my proposed rent to be just a bit under the mean of the homes of a similar size and of a similar room count.
The following additional factors are my speculation because I don’t have any rentals with top end interiors to compare with.
If there are factors outside the above criteria, try to assess how much value they are actually worth to the target tenants. For example, your remodel job is beautiful and should definitely up the rent somewhat, but given Gilbert isn’t Scottsdale, or Tempe near Mill Ave yet, it may have a restricted affect attracting the type of millennials with wads of disposable income. These tenants do exist in the area as the new stores downtown are frequented by these crowds, but how likely are these young families to opt for a beautiful, but small home instead of a large but nice home? I don’t know but it’s a factor to consider. Also, How much extra rent will you bring in if you maintain the front yard? In my experience, it doesn’t seem to make a difference in someone deciding to rent or not so I don’t include it. If your expenses for this add up, consider offloading it to the tenant. I have a provision where I can help find a service which the tenant will pay for if they like and in 12 years have never had a tenant opt for this.
Best luck on this amazing remodel!
Oh, one more thing tenants may be considering is the utility bills. Its a brick house which frequently means a poor R values and high AC bills. Many tenants do consider this and you are competing with some homes that may have 2 or 3 feet of blown in insulation in the ceiling. If you do have affordable utility bills, make sure to point this out to the tenants and let them know how much money they will be saving during the summer on AC.