The biggest challenge in billboard investing is not construction or cost. It is permission. Most zoning codes are written to limit signs, which means variances are often the only path forward. Winning those variances depends less on rules and more on understanding how city councils actually make decisions.
How City Councils Really Decide
City council votes are rarely based on zoning language alone. Personal concerns, relationships, and timing all play a role. Treating a variance like a legal filing instead of a political process usually ends badly.
If you want approvals, you must approach the process the way elected officials experience it.
Do the Work Before the Meeting
Never introduce your proposal for the first time at a public hearing. That puts council members on the spot and forces rushed decisions.
Private conversations matter more than public speeches.
- Speak with each council member individually
- Ask what concerns them and address those issues early
- Adjust height, lighting, or placement if it removes resistance
Quiet compromises often secure votes long before the meeting.
Never Appear Without the Votes
Know how many votes are required and do not move forward until you have them. If the numbers are not there, wait.
Delays are temporary. A rejection lasts forever.
Sometimes the best strategy is patience, especially when elections or term changes may shift the balance in your favor.
Give Them Something to Say Publicly
Council members may support your request for their own reasons, but they still need a reasonable explanation on record.
Provide them with simple, civic-friendly talking points such as business visibility or corridor consistency. These explanations help protect the vote when citizens object.
Final Thoughts
Billboard variances are not won by arguing zoning codes. They are won through preparation, timing, and understanding political reality.
Think like a council member, not an applicant, and your chances improve significantly.