help with a scratch

[jbob10]

So I bough a used 2008 silver yaris from Toyota last week. Bought it in the rain and didn't notice a small scratch near the passenger side door handle. I had looked at the car earlier in the sunshine and must've just missed this thing.

Anywho, I need your friendly advice on what to do. I live in New York City and expect there will be many more scratches to come, so I'm reluctant to pay money to fix it. However, the scratch is deep and shows rust in the wound. The pictures I've taken didn't really do it justice since I took them in the late afternoon, but maybe they will give you an idea.

My questions:
1. How much would a body shop charge to fix this?
2. How much would it cost for me to fix this and would it look horrible?

Thanks in advance,
jbob