"Rack Rate is always negotiable
Another aspect of this is that if you "enjoy" negotiating a rate -- no hotel/motel manager likes to have less than 100% occupancy every night -- in fact, most chains offer bonus incentives to their employees to ensure that they achieve 100% rates and so if you roll in at 9:00 pm or later and there are rooms available, you can ALWAYS offer 60% to 80% of the listed "rack rate" and often get them. The downside is that often times the chains fill up. But if you are willing to risk the chances that the motels are full you can beat the best discounted rate on the at least 75% of the time by just being there.
The first time you offer $35 for a room that the desk clerk has jut said was $85 you are going to feel kinda silly -- but believe me, if they have a room available, they would rather rent it than not. There is usually a little back and forth haggling over the price -- but usually the desk clerks just roll their eyes and take your credit card. If you offer $70 for that $85 -- usually there is no haggling.
The other thing is that you have to be prepared to "walk" if they don't want to bargain. Sometimes that is not real fun.
Another good time to arrive is 4:00 pm, most of the online deals will be "done" for that day -- and there is about an hour window when the day manager would like to be able to "fill rooms" before then end of the shift. The advantage here is you can often secure better rates and still have time to go and explore the area a bit before the business travelers start checking in. You do not want to be trying to negotiate a new room rate at the same time as someone paying full boat from a business package.
Mark