For biz, to sell a product, it is about 3P, price, package and promotion. You focus on the package in order to get good price, but you have extra cost to make the package. Joe might focus on price so put less money in packaging.
There is another factor in rental bisiness, place. My realtor also suggested me to renovate my new addition, but I believe for the location and the targeted customers attracted by the location, they would care more price than package, so I just rented it out as is, and turned out I still got good price.
