Previous research on factors that affect real estate rent levels have focused on the importance of, e.g.,  lease structure, the effect of location, size, and anchor or non-anchor tenants. To add to the knowledge of the research community, we investigate how retailers’ and real estate landlords’ views differ on factors they deem important in negotiating rent by investigating differences in their beliefs, and we also investigate the impact of education. We use a websurvey sent to Swedish landlords and retail tenants, and answered by 156 respondents (106 complete answers). With principal component analysis (PCA), the number of variables are reduced and the factors deemed important are established. Seven underlying dimensions in the rent negotiation process were labeled: Regional and industrial growth, Rent and vacancies, GDP growth, E-commerce, Customer focus, External information, and Trust. Landlords were found to put more weight on the importance of Regional and industrial growth, E-commerce, Customer focus and Trust than do tenants. We also find significant educational differences for the following factors: Rent and vacancies; E-commerce; and Customer focus.