covert, from a marketing perspective, you'll have different kinds of clients inquire about your gear - whether on the phone or through your website.
The Artist / Bandmember - 99% of them know two things: The name Neumann and Pro Tools. Chances are they won't even ask, but if they do, that's two names they'll know. Another studio with a U87 and PT LE could possibly get their business over you.
Do you have Neumann mics? Do you have Pro Tools? If we get questions about gear from people who don't really know gear - those are the two most common.
The Engineer - Will work in all kinds of places, and the selection of studio also depends on the type project.
For me, I will do a quick gear scan on a website. I might look for at least:
Neumann U87
AKG 414
Eventide H3000
If I don't at least see that, I guesstimate that the studio is probably not to the level where they regularly service commerical clients. But that doesn't mean that I'll discount the place.
Actually, in one of the studios were I work there are over 100 mics - but not one Neumann. : )
I think the most common thing is the vibe and layout of a place. A studio is a service business - and "service" is intangible. So what potential customers do is judge your level of service from the tangibles they can see. And that has everything to do with how you present yourself and your buiness.
covert, I didn't see where you listed what you have, where you are in the market - and where you'd like to go.
BTW, don't think you can't get rentals in upstate NY.
http://www.toyspecialists.com/ can get just about anything you need within a day or two.