I have been doing searches for 14 years and have the experience to back up any fee I wish to charge.  The sad fact is that here in Virginia where I am, most people only charge the rediculous $35 for a current owner.  It is one of those things that if you raise it, you wind up losing some business.  Something I can't really afford to do right now.  We deal with at least 2 dozen national companies and though they want quality and turn around times, they seem to look at price first.   Not fair but true. 
And yes there are those that under cut with $20 and $25 fees for current owners.  Those are the people who can't do the work.  (My opinion)
So remember, your areas are not the same as everyone elses and $35 may seem too low, but it can also be the normal fee range too.  Cost of living is different ever where and so are fees people pay for different services.