Billboard Mastery Podcast

I’ve built around 150 billboards in all kinds of configurations and sizes. But one thing is consistent in all of them: I dropped a dime down the hole once digging the foundation was completed. Why is that? In this Billboard Mastery podcast I’m going to discuss why there’s 10 cents at the bottom of every billboard I’ve ever built.

There is reasonable risk in owning billboards, and then there’s an insanely over-the-top risk that billboard owners sometimes engage in. When should you take these type of huge risks and what can you do to mitigate the downside? That’s the focus of this Billboard Mastery podcast.

In most states, you are not allowed to increase the sign face size – but what about reducing it? In this Billboard Mastery podcast, we’re going to review when it’s advantageous to reduce the size of a billboard and what the ramifications are. While bigger is normally better for billboards, there are certain moments when the reverse is true.

Billboards are all about visibility. And the enemies of visibility are “obstructions”. In this Billboard Mastery Podcast we’re going to review what to do if your billboard has an obstruction and the techniques required to get that obstacle potentially removed or reduced.

Billboards pay land rent for the right to be on a property. Sometimes that amount is small, based on the projected revenue the sign can produce. But don’t let anyone tell you that even a small sum “is not enough” to warrant their time working with you. In this episode, we’re going to discuss how to sell very rich people on accepting small amounts of money, and why it makes complete sense for a property owner to embrace the incremental benefit of a billboard on their property.

When you build a billboard you naturally have to rent the ad space out – but you don’t always have to wait until the sign is constructed. In this Billboard Mastery podcast we’re going to discuss the concept of pre-leasing this advertising space prior to construction. It’s a whole lot easier to get a loan and reduce your stress when you already have a paying customer in your back pocket.

The goal in owning a billboard is to have the income stream go on forever. So what do you do to help make that possible when the lease comes to an end? In this Billboard Mastery podcast we’re going to discuss some strategies to help make your billboard go on making money forever.

Virtually every billboard company in America uses a consistent color for the structure, skirting and shield. So how do you choose these? That’s the focus of this Billboard Mastery podcast.

Some billboards are on wooden poles and some are on steel. But some have no poles at all. In this Billboard Mastery podcast we’re going to discuss mounting billboards to buildings or other structures as an alternative to using wooden or steel poles for support.

Sam Walton had some definite fundamental principles on making money, and some of those apply to the billboard business. In this Billboard Mastery podcast we’re going to discuss how some of Walton’s thoughts on building Walmart are true for building your billboard portfolio, too.

With rising interest rates, it’s becoming the perfect environment for landowners to start going bankrupt, as it’s harder to carry mortgages on raw land and it’s hard to cover mortgages on developed properties. In addition, it’s hard to sell land for new construction when people factor in the interest cost. So what happens when you have a billboard on a property that goes bankrupt, and what can you do to mitigate that risk? That’s the subject of this Billboard Mastery podcast.

How short is too short and how long is too long? That’s a reasonable question for both potential billboard land owners as well as the billboard company itself. In this Billboard Mastery podcast we’re going to drill down on the importance of lease length in every billboard deal.

You can’t build a billboard without drilling a hole first, and this one act is often a source of concern. Don’t let drilling a hole hold you back! In this Billboard Mastery podcast, we’re going to discuss what I’ve learned from drilling hundreds of holes in my career and hopefully help you conquer your fear of putting in billboard foundations.

Successful billboard owners don’t see their mission as making money, but instead as “matchmakers” that fill a need by combining property owners and advertisers to create advertising opportunities. If you approach the industry in this way, you can rarely not succeed. In this Billboard Mastery podcast we’re going to review the mechanics of “filling a need” and how this focus will help you to be much more successful with billboard investing.

Many lenders may require that you “record” your billboard ground lease. And some operators do this even when their lender does not require it. But what does it mean to “record” a lease and what the pros and cons to doing so? In this Billboard Mastery podcast we’re going to examine the concept and some real-life tips on getting it done.

This is the second of our two-part review on tips to create a better billboard ground lease. More great information that will help you create a more advantageous document or avoid pitfalls.

The most important document for a billboard is the ground lease. It sets out the terms of the agreement between the billboard owner and property owner. In this Billboard Mastery podcast we’re going to go over some observations of creating a successful ground lease. And there’s so much to discuss that we’re going to break this up into two sessions.

Life is all about risk, but not all risk is created equal. And some of it can be hedged. In this Billboard Mastery podcast we’re going to drill down on the topic of risk and what you can do to mitigate it.

There are many different ways to rent vacant billboard space, and some are more effective than others. In this Billboard Mastery podcast we’re going to review some of my favorite methods and why. It’s not hard to rent any billboard if you follow all of these methods, but some have more impact than others.

If you want to make faster progress, a lot of it comes down to planning. In this Billboard Mastery podcast we’re going to review some methods of attaining greater control of your time and how great the net impact can be on the productivity of your billboard portfolio.

It’s one thing to drive by a billboard, but another thing to actually get to it. When you build a sign or change the ads out it’s imperative that people and equipment have the ability to access it. In this Billboard Mastery podcast we’re going to focus on the many issues of gaining access to build and operate a billboard sign.

One of the most important moments in my billboard career stemmed not from a lease I successfully signed but one that I failed on. That setback put in motion a whole new perspective regarding the ways to approach the billboard industry, and life in general.

In a world of internet and SEO, it may seem that the only form of advertising for business today is through advanced technology. But there are some things that the new tech age just can’t match. In this Billboard Mastery podcast we’re going to review the old-fashioned strengths of billboard advertising that reign supreme over all competitors.

No matter how good you are at putting deals together, it won’t do you any good unless you get them signed up and finished. In this Billboard Mastery podcast we’re going to review the tricks and concepts that will help you have a higher rate of closing on your billboard deals.

Some billboards are focused and efficient and profit is maximized. But others are a terrible waste of space. In this Billboard Mastery podcast, we’re going to review the many ways to simply find billboards with poor utilization, take control of them, and profit from the inefficiency.