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Similarly, a landlord will seek to rent an apartment at the highest possible price possible, since her motivation generally is to get the best return by renting out the apartment. In setting the rent, she would have to take into account the demand for the apartment and the neighborhood. If there are enough potential renters interested in the apartment, she would set a higher rent. If she were to set the rent too high, compared to what other landlords in the neighborhood are charging for comparable apartments, she would find that renters are not interested. The business owner, in this case the landlord, also makes decisions based on supply and demand.