As with commercial photography, you have to do create bids where you're working regularly while not afraid of losing any jobs due to estimates being too high. I know in a small town, ASMP rates won't fly. Also when you try to bill for items like mileage and meals in a small town, they'll balk. Your rate comes down to your reputation, your portfolio and the economy. I avoided clients that nickeled and dimed because they're not worth the trouble. Also, they'll also recommend other cheap clients. The worst thing is to be known as the "cheap" photographer. Estimating is an art. If you're lucky, you'll have a rep or a business person doing that for you.