Mastering the Art of Billboard Rental: Sealing the Deal through Creative Engagement

As you embark on your journey to rent a billboard, you've found a potential advertiser and you're about to meet with them. Should you present the contract right at the outset, aiming for a quick closure? Unless you want to risk losing the sale, it's recommended not to. In the realm of billboard rentals, the most effective strategy often involves closing the deal through a technique called "creative engagement". Let's delve into how this strategy unfolds.

Engage through Design

Initially, instead of revealing the contract, display a blank sheet of paper with a rectangle that reflects the dimensions of your billboard. Keep in mind, all buyers may experience a sense of "buyer’s remorse" just before committing to a contract. Rather than putting them on the defensive right from the start, let them become enthusiastic about the billboard before requesting their signature. The most effective way to accomplish this is by stimulating their imagination.

Collaborate on the Billboard Design

Initiate a brainstorming session with the advertiser to discuss potential content for the billboard. Guide the advertiser through the process by emphasizing the following elements that the billboard should feature:

  1. Their logo
  2. Their exit number or instructions on how to reach their location
  3. The product or service they wish to advertise, condensed into five to seven words
  4. A captivating graphic that sells the product or service independently
  5. Non-natural, contrasting colors
  6. A price point, if necessary for their product or service promotion

Additionally, remind them that a billboard is essentially a colossal salesperson. They should carefully consider the single most impactful message the sign could deliver to passing drivers. As they conceptualize these ideas, jot them down on the paper in the relevant areas.

Create Enthusiasm around the Billboard's Potential

While you discuss the possibilities of the "giant salesman," they'll begin envisioning the substantial sales potential. This conversation will likely warm them up, helping them overcome any initial buyer's remorse. Their perception of the billboard will gradually shift from an "expense" to a valuable "investment", observable through their excitement in the discussion.

Frank Rolfe started his billboard company off of his coffee table, immediately after graduating from college. Although he had no formal training on the industry, he learned as he went, and developed his own unique systems to accomplish things, such as renting advertising space. Frank was formerly the largest private owner of billboards in Dallas/Ft. Worth, as well as a major player in the Los Angeles market.