For Billboards, Recessions are Buying and Building Opportunities

Is our nation in a recession? If so, that signals a great buying and building opportunity for billboards. Some of the greatest billboard buys and builds in history have come as a result of an economic downturn. Why? The reasons are numerous:

• In tough times, prices are cheaper. Everything gets their prices slashed in a recession. And that includes billboards. Even though it may not appear so now, price can go down real far real fast – if the person really needs the money. And they don’t negotiate as hard either. 

• Banks are very eager to unload billboards they have taken over through foreclosure. No bank officer ever wanted to run a billboard, much less have to learn how to do so Banks are willing to practically give you the sign in the proper circumstances. 

• Landowners who would never take your call before are suddenly calling you to rack up some additional cash flow. It’s amazing how many new opportunities come up during a bust. Suddenly, $500 per month sounds pretty good to most every landowner. 

• Land changes hands frequently, and the new owners are new prospects for you to build a sign on. Just because the current owner told you “no”, don’t bet that the new one won’t say “yes”. Just stay on top of your proposed locations to see who has been replaced. Someone with a low basis in some “troubled” land may find your billboard income all the more significant and appealing.

• Other, big sign companies are willing to unload their least profitable signs in bad times. Stay in contact regularly with the big companies, so you can be in the loop if they want to dump a “dog” sign. 

So don’t let the economy get you down. You actually want a recession now and then to “cleanse” out the weak players, and open up more potential billboard locations and acquisitions. Even “gloom and doomers” can have fun in the outdoor billboard business!

Would you like to have success in the Billboard Industry?  Attend our Billboard Bootcamp in St. Louis on August 13-14.  Don't delay and miss your opportunity.  For more information, contact Frank Rolfe at (573) 535-0206, or [email protected].