I agree with Littlefeet. What would your current families think if they saw that you were charging less for new families? They might want a discount too! I am pretty much the highest in my neighbourhood too, but like you, I have a fantastic basement daycare (just missing the separate entrance like you have...would love that!) with a ton of space and lots of materials and activities for the kids. I find sometimes there are lulls in interest and then I will have 4-5 families interested at once when I am advertising a spot. So far I have never had a spot go unfilled. I have had parents question why my rate is higher, but when I explain all that I put into my daycare (healthy food, materials, great space, etc) and they come to see my daycare, they are happy to pay it. Hang in there and hopefully the right family will come along soon for you!