When I give estimates I try to include in my price the rental cost of the aerator, the price of seed and fertilizer, some travel time, and an estimate of the amount of time to perform the job. I shoot for $40 - $50/ hour for time worked. I sell the customers on doing a better job than competition by doing a double crisis-cross aeration, using Mantis tiller to work up bare areas, using drop style speaders to assure uniform application of seed/fertilizer, and finally leaving them with a brochure explaining aeration. I tell the customer to compare my steps in completing the service versus competition. Obviously some customers shop just on price but others look for price and service given. Use the $10-$30 / 1000 sg ft price as a gauge but don't work for less than cost of equipment, supplies, and an adequate hourly wage.