How do you know what a fair rental price is?

I'm looking to move from the house I'm renting right now to a new location - trouble is, when I see the posted rental prices, it seems like they're too expensive.

Is it typical to negotiate a rental price before moving into a new house? If so, what range might I expect to negotiate...eg, can I expect to shave ten percent of the price, or?

Thanks in advance.

Finding a rental is hard enough, if you get good landlords & a nice place (eg, that fits all the other requirments) then odds are you're going to end up with that place, irregardless, right?

hth