When I began 6 months ago, I actually charged about 25% under what other sitters in my area charged so that I could accumulate clients. Clients jumped on my lower rates and I was busy from the start. I went out of my way to ensure I received 5-star reviews because owners really do read them. Then, one client told me I should raise my rates for the area I serve. When I did, I suffered no loss of clients since I already had good reviews and repeat clients who were already comfortable with me. I think that's the formula for getting started.