Ive got over 600 hours in this crack addiction called Rust. Most of that was the "Legacy" version when I had my own server.
Now Im on a PVE server cause I got sick of people using exploits and/or hacks to raid my house. I don't mind the player that does it legit,. but when I build a house that is pretty much unraidable and a guy gets in with nothing more then exploits it pisses me off.
I am like you, I like to pretty much just build stuff so the PVE server I am on (search for BYOA) is perfect for me.
I find that people like good plug ins,.. sometimes higher gather rates as well, just not over the top. I played on one server that was really high (one wack with a hatchet gave you 250 wood) so everyone had these huge giant houses that lag the server down. Hunt RPG is a good one that I have fell in love with. Also Teleporting is a big thing people like, being able to set homes so when they are lost they can get back home easily.
I know first hand how hard it is to get players, and keep them. When I had a server I had about 10 players that played everyday, and another 15-20 that came in maybe once a week. Then you get the 2 or 3 here and there that come, build and leave.
It took me a good 3 months before I even had 6 regulars on, and another couple months before I had the final numbers I did. It takes time, so hang in there.
The biggest thing I can stress for you owning your own server and being the Admin.. be fair. Don't use your admin to build your house and gather resources,. play the game like everyone else. No one likes admin abuse, and using your admin to get everything you have will run players off faster then anything. I am not talking about an Arena, or community building, those you can build with your admin powers, Im talking about everything else you do for your player in game do it like everyone else. The first thing I ask when I join a server, is where does the admin(s) live and look at their houses. If its all 20 story armored houses Im not hanging around because I know they didn't do it legit.
Hope that helps