[abossy]

Are sign-ups intended exclusively for people listing their gear? Perhaps you can have sign-ups for people trying to rent, too, and request additional information that would help you hone the site, such as equipment sought. For example:

Email: [e-mail]

Equipment Sought: <text field or drop down listing camera lenses>

This could be done under the guise that you will send them an e-mail notification when the requested equipment is posted to the site. This would help identify whether:

1. Users are camera-savvy at all or are indeed random people "stumbling" upon the site

2. Get more detailed user needs