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Individualized water rates, also known as water budget-based, goal-based, and customer specific rates, are block rates where the block is defined by using one or more customer characteristics. For example, these characteristics could include the number of persons per household, lot size, or the evapotranspiration requirements of a customer's landscape. Typically, a lower rate is set for levels of water use that are less than the block definition and a higher rate is set for levels of water use that are greater than the block definition. This article provides a primer for individualized retail water rates: where are they appropriate, how to design and implement them, and examples of successful individualized rates.