A vacant billboard is not a “sell harder” problem. It is usually a “know your facts” problem. Before you quote a rate or start calling prospects, you need a clear read on what the sign can honestly deliver, and what the local market will actually pay.
Traffic and real audience size
Start with traffic, but treat it correctly. Most raw traffic numbers are vehicle counts, not people counts, and they often represent an average across the year. If you only have a two-way count, you still have a usable data point, but it is better to get a directional count when available.
In 2026, the old habit of assuming “two people per car” is usually wrong in most markets. A more realistic planning assumption is roughly 1.5 occupants per vehicle trip on average, unless you have a strong local reason to adjust it. Use that to keep your claims credible.
Demographics, without pretending it is perfect
Demographics are still an estimate, but you can get close enough to make smart choices. The sign’s neighborhood, nearby retail, and commuter patterns usually tell you more than any fancy label.
A practical approach is to ask:
- Who is typically on this road, and why are they there?
- Is this commuter flow, shopping, tourism, industrial, or mixed?
- Do nearby businesses match the kind of buyers you want?
If your sign sits on a route that funnels a specific crowd, such as a corridor leading to studios, hospitals, universities, or major venues, your pitch gets sharper because the audience is less random.
Proximity to advertisers who can act now
Billboards rent faster when the buyer can connect the message to a nearby action. That usually means stores, services, restaurants, dealerships, and local professionals within a short drive of the sign.
A sign in the middle of nowhere can still rent, but your buyer pool shrinks and pricing becomes more sensitive. A sign near clustered businesses gives you more prospects and more negotiating strength.
Pricing that matches the real market
You cannot price from a spreadsheet or a “rate card” you found online. Real rates are discovered the old-fashioned way: by learning what signs actually rent for, not what owners hope they rent for.
Do the work and build your local pricing file:
- Call competitors and ask what they are getting for similar locations and formats.
- Track which boards have been empty for months, and which turn quickly.
- Note any obvious advantages, such as better read, cleaner approach, lighting, or fewer obstructions.
Competitors and vacancy reality
Always map your competitive set. Know what is vacant near you, how long it has been vacant, and what the owner is asking. Your prospects will compare options, and other owners will compare you right back.
Bottom line
When you have these five data points, you stop guessing. You will know who to call first, what to charge, and what you can defend when a buyer pushes back. Without them, you are just hoping the phone rings.