EVER WONDERED ABOUT OWNING A BILLBOARD?
I didn't learn this business from a textbook. I've owned and operated billboards for more than 16 years — from traditional static signs to digital displays.
BILLBOARD OWNERSHIP
AN INCOME-PRODUCING ASSET YOU MAY HAVE NEVER CONSIDERED
Most people drive past billboards every day without ever thinking about who owns them—or how they make money.
A well-located billboard can generate recurring advertising revenue month after month. And unlike many businesses, you don't need employees, inventory or a storefront.
Is it completely passive? No. Besides, is any income really 100% passive? Billboards still require advertisers, collections, maintenance and good decisions. But with the right location and the right structure, they can be a remarkably simple income-producing asset.
I DIDN'T LEARN THIS FROM A BOOK. I LEARNED IT BY DOING IT.
I didn't learn the billboard business by reading a book or listening to a podcast. I learned it by finding locations, dealing with permits, negotiating ground leases, building signs, selling advertising, collecting rent and solving the problems that come with owning them.
About 18 years ago, I saw my first digital billboard while driving through Nashville, Tennessee. I knew immediately that the business was changing.
Not long after, I brought that same idea to a small town and built my first digital billboard.
I've made good decisions, expensive mistakes and learned lessons you simply don't get until your own money is invested.
REAL BILLBOARDS. REAL-WORLD NUMBERS.
Every billboard is different. Location, traffic, permits, ground rent, construction costs, advertiser demand and operating expenses all affect what a billboard can produce. Here are two actual examples from my own business.
Pulaski, TN
Digital + Static
Approximately 25,000 vehicles per day
I built this billboard in 2012 after recognizing the opportunity to bring digital outdoor advertising to a small-town market.
The property rights are secured by a recorded easement, so there is no monthly ground rent. The location is highly visible along a busy commercial corridor—including from the nearby McDonald's drive-thru
—something that gives advertisers exposure beyond just passing traffic.
This billboard taught me one of the most important lessons in the business: the economics of a billboard begin with the location and the deal you make before the sign ever goes up.
Rogersville, AL
Digital + Static
Approximately 35,000 vehicles per day
This billboard is located along a high-traffic corridor and combines a traditional static face with a digital face that can accommodate multiple advertisers.
Unlike Pulaski, this location sits on leased ground, which means ground rent is part of the monthly operating cost. That makes the terms of the ground lease an important part of the economics before you ever decide what a billboard is worth.
The digital side also creates a different business model. Instead of selling the entire face to one advertiser, multiple businesses can share the same digital display—creating multiple streams of advertising revenue from a single billboard face.
Another lesson I've learned: gross revenue doesn't tell you what a billboard is worth. You have to understand the expenses, lease, advertiser demand and actual income the asset can produce.
DO YOU THINK YOU COULD OWN A BILLBOARD?
Maybe you're simply curious about billboard ownership. Maybe you're ready to pursue your first billboard opportunity. Or maybe you've already found a billboard for sale and need to know whether the deal actually makes sense.
I've created different levels of help depending on where you are.
WHICH LEVEL IS RIGHT FOR YOU?
LEVEL 1 — START HERE
Exploring billboard ownership? Understand how the business works before you start investing serious money. Learn the fundamentals of locations, traffic, permits, ground leases, expenses, advertisers and billboard economics.
Your full $199 Level 1 purchase can be applied toward Level 2 when you're ready to move forward.
LEVEL 2 — READY TO DO IT
Ready to pursue an opportunity? Move from learning to doing with step-by-step guidance, worksheets, calculators, checklists, scripts and working documents designed to help you pursue a billboard opportunity.
ACQUISITION REVIEW — FOUND A DEAL?
Already found a billboard for sale? Get an independent owner/operator review of the opportunity before you invest, including the economics, expenses, lease or property rights, permits, financing and potential red flags.
Frequently asked questions
Do I need to already own a billboard?
No. Level 1 is designed for someone who is simply exploring billboard ownership and wants to understand how the business works before investing serious money.
What's the difference between Level 1 and Level 2?
Level 1 helps you understand the billboard business and what you should consider before getting started. Level 2 is for someone ready to move from learning to doing, with step-by-step guidance, worksheets, calculators, checklists, scripts and working documents.
If I buy Level 1 and later want Level 2, do I lose the $199 I already spent?
No. Your full $199 Level 1 purchase price can be applied toward Level 2 when you're ready to move forward.
What is the Billboard Acquisition Review?
The Acquisition Review is for someone who has already found a billboard or billboard business they're considering buying. I'll independently review the information you provide, look at the economics and important deal factors, identify potential concerns or missing information, and provide my written owner/operator analysis.
Does purchasing one of these products guarantee that I'll make money owning a billboard?
No. Billboard investments vary significantly based on location, traffic, permits, property rights or ground leases, construction and operating costs, advertiser demand and many other factors. These products are designed to share practical information and experience to help you make better-informed decisions—not to guarantee investment results.
How do I receive Level 1 and Level 2 after purchasing?
Both are digital products. You'll receive access to download the guides, worksheets, checklists and other materials included with the level you purchased.
When will I receive my Level 1 or Level 2 materials?
Level 1 and Level 2 are digital products and are available for download immediately after your purchase is completed. You can begin reviewing the materials right away.
What happens after I purchase the Billboard Acquisition Review?
After purchase, you'll receive the client questionnaire and instructions for providing the information and documents needed for the review. Once I receive the necessary information, I'll begin the independent analysis and provide you with a written owner/operator review.