Lists: Ten Things to Consider About Consumer Prospect Databases

7. Contracts/agreements: In factoring these into the equation, consider that usage terms can force change on the list renter-owner relationship, Gray noted. In determining a list rental price, consider fair market value and payment structure, as well as industry-recognized broker commissions.

8. Net name agreements: Take into consideration varying levels of list rental agreements and tracking requirements, such as gross, net, net-net, exchanges and additional costs for added data. Also, consider the impact on list rental revenue when marketers are out of your market.