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Everything is negotiable! Keep going back to them regularly and offering what you reckon is a fair rent. Hopefully you'll catch them at a time when the Council Tax / Insurance / Repair bill land, and they'll then see the merits of someone else having to pay them. Saying that it's THE prime position in the town won't help your case either. There are lots of good positions in the town and it really depends what for. If it's not let then clearly it isn't THE prime position in the town for anything, at the rent they are asking!