The Billboard Mastery Podcast

Playing With Numbers

Frank Rolfe — Fri, 08 May 2026 06:00:00 -0600

Hyperbole is typically gaslighting with words, but in the billboard business it is more commonly done with numbers. In this Billboard Mastery podcast we're going to review methods of presenting numbers to get the desired results

All About Offsets

Frank Rolfe — Mon, 27 Apr 2026 07:13:02 -0600

When building a steel monopole structure there is an option to place the pole places except directly under the sign faces and this is called an "offset". In this Billboard Mastery podcast we’re going to explore the concept of "offsets" and what you need to know to use this tool effectively.

The Implications Of The Sale Of Clear Channel

Frank Rolfe — Tue, 14 Apr 2026 09:11:01 -0600

Clear Channel Outdoor has is selling and, if the deal closes, their stock will be delisted from the stock exchange. In this Billboard Mastery podcast we’re going to explore this massive deal and what the implications are for the billboard industry going forward.

The Dangers Of Guessing

Frank Rolfe — Mon, 30 Mar 2026 12:12:17 -0600

Billboards are giant assets, often weighing in at over seven tons. The typical ad face is bigger than a tiny home. When dealing in this type of massive size, you can’t afford to make even a minor error as it’s impossible to fix. In this Billboard Mastery podcast we’re going to explore inexpensive options to take the guessing out of some of the big decisions billboard owners have to make.

Things You Should Never Try To Do Yourself

Frank Rolfe — Mon, 16 Mar 2026 16:39:55 -0600

DIY (Do It Yourself) seems like a great way to save money, but working on your house is a lot different than a billboard sign. In this Billboard Mastery podcast we’re going to review what you can – and can’t – apply your DIY skills to.

Tough Negotiators

Frank Rolfe — Tue, 03 Mar 2026 08:34:38 -0700

Some property owners are hard to work with – and some are nearly impossible. In this Billboard Mastery podcast we’re going to review some practical strategies to get deals done with the hardest negotiators, as well as when to simply walk away.

How To Remove Obstructions

Frank Rolfe — Wed, 18 Feb 2026 08:25:18 -0700

When a billboard can’t be seen from the road, its importance to advertisers is diminished or even eliminated. Yet many billboards are blocked by objects that could, with the proper strategy, be eliminated. In this Billboard Mastery podcast we’re going to explore the options to remove obstructions.

The Dangers Of Talking Too Much

Frank Rolfe — Mon, 02 Feb 2026 15:09:02 -0700

There is a time to talk and a time to listen – but there’s also a time to talk a little less. In this Billboard Mastery podcast we’re going to review when to hold back on talking and how to get straight to business in order to get deals closed.

Why Signs Are As Close To "Mailbox Money" As You'll Ever Find

Frank Rolfe — Tue, 20 Jan 2026 07:11:10 -0700

There are few income streams more passive than owning a billboard. In this Billboard Mastery podcast we’re going to explore how you can make outdoor signs into your own version of “mailbox money” as well as strategies to get started.

The Good And Bad Of "Cigar-Butt" Signs

Frank Rolfe — Mon, 05 Jan 2026 06:00:00 -0700

Warren Buffett’s partner Charlie Munger once criticized Berkshire Hathaway’s early focus on what he called “cigar-butt” investing. Yet it’s a philosophy that also holds true for billboard signs. In this Billboard Mastery podcast we’re going to explore what “cigar-butt” signs actually are and their advantages and disadvantages.

The Importance Of Staying The Course

Frank Rolfe — Wed, 17 Dec 2025 08:06:23 -0700

One of the most important attributes in the billboard industry – and life – is persistence against all odds. In this Billboard Mastery podcast we’re going to explore the importance of “staying the course” and not giving up, as well as some methods to improve your steadfast resilience.

How To Ask For A Bank Loan

Frank Rolfe — Wed, 03 Dec 2025 07:53:50 -0700

There’s an old saying “it takes money to make money” and often times that money comes from a bank loan. In this Billboard Mastery podcast we’re going to explore how to obtain a bank loan to build or buy a billboard, as well as some non-bank alternatives.

Things Business Books Won’t Teach You

Frank Rolfe — Mon, 17 Nov 2025 08:11:46 -0700

In honor of Veterans Day, in this Billboard Mastery podcast we’re going to explore some of the significant strategies to be found in books on military history and how they apply to the billboard industry. While business books have good lessons learned, the significance of military engagement and its life-or-death impact has yielded much more pronounced theorems on success.

The Billboard Owner's Lifestyle

Frank Rolfe — Mon, 03 Nov 2025 15:13:10 -0700

Owning billboards is unlike most every other business. In this Billboard Mastery podcast we’re going to explore the unusual lifestyle of most billboard owners and review the reasons for this unique style of business.

The Laws Of Negotiation

Frank Rolfe — Fri, 17 Oct 2025 07:00:00 -0600

Every billboard deal begins and ends with a successful negotiation of terms. But many people don’t understand the mechanics of these transactions and the science behind them. In this Billboard Mastery podcast we’re going to explore the art form known as American contract negotiation.

Tricks To Stay Out Of Harm's Way

Frank Rolfe — Mon, 06 Oct 2025 12:37:11 -0600

The worst thing that can happen to any billboard is to end up being torn down for property redevelopment. In this Billboard Mastery podcast we’re going to explore some of the real-life tricks you can use to minimize your exposure to this risk.

Why I Drop A Dime Down Every Hole

Frank Rolfe — Mon, 08 Sep 2025 16:51:22 -0600

Tiny habits can yield big consequences. In this Billboard Mastery podcast we’re going to review some simple habits that can reinforce important moments in building a successful billboard.

When To Be Loose – And When To Be Tight – In Documents

Frank Rolfe — Mon, 25 Aug 2025 14:48:52 -0600

Although a good contract sets in stone the terms of your agreement, some things should maybe not be chiseled in as hard. In this Billboard Mastery podcast we’re going to review the times that there should be little room to maneuver as well as when you should give yourself plenty of leeway.

What You Want To See In A Location

Frank Rolfe — Tue, 12 Aug 2025 11:44:59 -0600

Whether you’re buying an existing sign or building a new one, everyone wants to avoid investing in a “loser” location. In this Billboard Mastery podcast we’re going to explore the attributes that have proven to be good indicators of success, as well as those that are a warning sign.

Where The Industry Went Wrong

Frank Rolfe — Mon, 28 Jul 2025 08:00:00 -0600

The stock of Clear Channel Outdoor went for around $30 a share in 2007 but today trades for only around $1 a share. What went wrong? In this Billboard Mastery podcast we’re going to explore how the billboard industry made some fatal moves years ago, and how you can learn from their mistakes and build your business the correct way going forward.

All About Three-Dimensional Ads

Frank Rolfe — Tue, 15 Jul 2025 05:27:05 -0600

Most billboards, when viewed from the side, are flat. But some billboards have large objects jutting out from them. In this Billboard Mastery podcast we’re going to explore the world of 3-D billboard designs.

All About Bartering

Frank Rolfe — Tue, 01 Jul 2025 12:36:01 -0600

We think of billboard revenue as being strictly in dollars, but for decades some operators have garnered income in barter, as well. In this Billboard Mastery podcast we’re going to examine how you can use barter – exchanging goods and services – as a productive way to fill your vacant ad space.

Lessons Learned On Lights

Frank Rolfe — Mon, 16 Jun 2025 07:23:19 -0600

Most billboards – but not all – have lights to make their ads legible at night. In this Billboard Mastery podcast we’re going to review all the lessons we’ve learned about lighting billboards and how to make the best decision on what type of lights to use – or if you need to use any lights at all.

Steel Vs. Wood

Frank Rolfe — Mon, 26 May 2025 13:40:05 -0600

There are two basic construction methods on any billboard: 1) wood or 2) steel. But which is correct? In this Billboard Mastery podcast we’re going to review the methodology to determine which type of material to use and what the benefits and disadvantages are.

Why I Love Recessions

Frank Rolfe — Mon, 12 May 2025 16:47:33 -0600

A recession is defined as “two consecutive quarters of negative GDP”. With Q1 of this year at a negative 0.3%, all it will take is a Q2 negative number to trigger a recession. While many fear this outcome, I have found recessions to be great opportunities to expand your business. In this Billboard Mastery podcast we’re going to review the benefits derived from an economy in transition.

Recession-Resistant Advertisers

Frank Rolfe — Tue, 29 Apr 2025 11:14:35 -0600

The U.S. economy seems to be slowing down, and even if it does not hit the "recession" threshold it’s important to understand what to do if it does. There is a strategy to renting billboards in tough times that revolves around certain advertisers and methods. In this Billboard Mastery podcast we’re going to explore successful "recession-resistant" marketers and how to attract them.

Don’t Get Complacent

Frank Rolfe — Mon, 14 Apr 2025 13:27:58 -0600

The difference between big companies and small players is that one never sees the opportunity and the other takes advantage of every opening. Yet sometimes the small player can start to act like a big company and completely ruin their advantage. In this Billboard Mastery podcast we’re going to review how never to have a “big company” attitude.

Surviving Banking Reversals

Frank Rolfe — Tue, 01 Apr 2025 07:51:09 -0600

Sometimes – even at the last minute – a bank can suddenly change its mind and retract their offer to make a loan. What do you do then? In this Self-Storage University podcast we’re going to explore why this occurs and what the correct steps are to mitigate this potential event.

How To Get A Wallscape

Frank Rolfe — Mon, 17 Mar 2025 14:25:54 -0600

One of the most interesting types of billboard structures is the “wallscape” – in which the billboard is affixed to a masonry wall or similar fixture. By using the wall to hold the sign up, you save an enormous amount of money over a monopole, I-beam or wooden structure. In this Billboard Mastery podcast we’re going to explore how to successfully put together a wallscape deal.

The Science Of Color

Frank Rolfe — Tue, 04 Mar 2025 12:31:20 -0700

Life is made up of colors and there’s a science to their selection when it comes to billboard designs. How colors interact with the human mind has been a big part of the research of the billboard industry as well as many other applications. In this Billboard Mastery podcast we’re going to explore the science of color to help create more effective billboards.

It’s Too Big To Guess

Frank Rolfe — Tue, 18 Feb 2025 11:50:42 -0700

Billboards are massive and immovable. As a result, once they’re built, they’re built. Since the cost to move a billboard – even an inch – is thousands of dollars at best, it’s important to understand some simple tricks to make sure you’re not making a mistake in sign placement and construction. And that’s what we’re gong to explore in this Billboard Mastery podcast.

The Potential In Exurban And Supercommuter Markets

Frank Rolfe — Mon, 03 Feb 2025 15:16:44 -0700

America is always expanding, and with that growth comes new opportunities to build billboards. In this Billboard Mastery podcast we’re going to explore the fast-expanding markets known as “exurban” and “supercommuter” and how to spot these hot advertising markets in advance.

Has The Tide Turned?

Frank Rolfe — Tue, 21 Jan 2025 10:54:42 -0700

Billboard revenues are increasing in the U.S., after many years of weak performance due to a number of factors including competing advertising products, Covid, and corporate distractions from marketing to such initiatives as DEI. Now, suddenly, billboard rates of return are increasing. In this Billboard Mastery podcast we're going to explore why the sudden shift has occurred and if it's a fad or a permanent change.

How Honesty Is A Strong Negotiating Tool

Frank Rolfe — Fri, 03 Jan 2025 08:31:08 -0700

So the property owner wants too much ground rent. What should you do? How about just telling them the truth? In this Billboard Mastery podcast we’re going to explore one of the most powerful negotiating tools you have at your disposal: telling the truth in the strongest possible fashion.

Tips On How To Set Property Owner Compensation

Frank Rolfe — Fri, 20 Dec 2024 15:32:30 -0700

The standard billboard ground lease involves trading the right to place a sign on the land in exchange for a monetary payment. But how do you decide that that amount should be? In this Billboard Mastery podcast we’re going to explore some techniques that help steer you towards a land rent that is fair for both parties.

Strategies To Own The Land Under Your Sign

Frank Rolfe — Wed, 04 Dec 2024 13:35:31 -0700

The majority of billboards in the U.S. are located on leased land. But a tiny fraction are cases where the sign owner also controls the land underneath, which gives them unique stability. In this Billboard Mastery podcast we’re going to explore the strategies used to own the land as well as the sign.

Thoughts On "Founder Mode"

Frank Rolfe — Tue, 19 Nov 2024 11:54:46 -0700

Thoughts On "Founder Mode" Elon Musk is known to go into a period of intensity when he starts a business called "founder mode". It’s all about time management and focus. In this Billboard Mastery podcast we're going to review what “founder mode” is and you how can adopt its attributes to further your billboard business.

Two Important Ways To Protect Your Ground Lease

Frank Rolfe — Tue, 05 Nov 2024 07:00:00 -0700

After you’ve gone to all the trouble of getting your billboard ground lease signed up, you want to take all the steps possible to protect your creation, right? In this Billboard Mastery podcast we’re going to explore two different ways to better safeguard your ground lease and how to get those accomplished.

Your Best-odds Advertiser List

Frank Rolfe — Tue, 15 Oct 2024 14:32:47 -0600

If you have a vacant billboard then your number one goal is to find an advertiser and fast. In this Billboard Mastery podcast we’re going to explore two “built-in” lists of advertisers that have perhaps your best odds of success.

What Would “Chainsaw Al” Say?

Frank Rolfe — Fri, 27 Sep 2024 09:55:18 -0600

Albert Dunlap was a corporate raider and turnaround expert on public companies in the 1970s through 1990s. He had one simple motto: “sell, sell, sell and cut, cut, cut”. Although his life ended in scandal when there were allegations of accounting fraud at one of his projects, he was heralded as the original powerhouse in restoring profitability to companies that had run out of steam. In this Billboard Mastery podcast we’re going to review how “Chainsaw Al’s” philosophy can be utilized by every billboard owner to increase profits.

What Happens When A Property Owner Says No

Frank Rolfe — Fri, 13 Sep 2024 08:31:17 -0600

To build a billboard you need a ground lease. And to get a ground lease you have to convince a property owner to agree and sign it. But what do you do when the owner says “no”. In this Billboard Mastery podcast we’re going to explore the next steps when a property shoots your presentation down.

How Advertisers Have Changed Yet Remained The Same

Frank Rolfe — Mon, 26 Aug 2024 13:23:55 -0600

A billboard is nothing without a paying advertiser on it. And the types of advertisers have changed over the years and are still evolving. However, there are many attributes of successful billboard advertisers which always remain the same. In this Billboard Mastery podcast we explore what those traits are.

Methods To Weather The Storm

Frank Rolfe — Mon, 29 Jul 2024 16:12:21 -0600

One of the big risk factors with billboards is extreme weather. But is there a way to strengthen signs to better withstand higher wind levels? In this Billboard Mastery podcast we’re going to review the methods that be used to make signs stronger and to mitigate the risks from heavy storms.

Why All Good Leases Have No Official End Date

Frank Rolfe — Tue, 09 Jul 2024 16:12:00 -0600

Most agreements have a definitive start and end date. But a good billboard agreement should never have the latter. In this Billboard Mastery podcast we’re going to discuss how to construct leases that never end.

Out-of-home Is More Than Just Highway Signs

Frank Rolfe — Wed, 26 Jun 2024 00:42:57 -0600

Billboards are only one segment of the “out-of-home” advertising industry, but the business model is the same in all of the options. In this Billboard Mastery podcast we’re going to review additional concepts to apply the billboard concept for continuous cash flow.

All About Typestyles

Frank Rolfe — Mon, 10 Jun 2024 23:13:24 -0600

Billboards are all about being read. And the typestyle you chose for the advertisement can have a huge impact on how effective the sign will be. In this Billboard Mastery podcast we’re going to explore he world of typestyles and review what science tells us about what the correct lettering should look like.

Revisiting Combo Signs

Frank Rolfe — Mon, 27 May 2024 22:25:55 -0600

With inflation and a troubled economy, many advertisers are trying to economize and one of the best ways to facilitate this is with a “combo” sign framework. In this Billboard Mastery podcast we’re going to review how a “combo” sign can be a blessing in tough times and what the key tips are to make them successful.

How To Be Inclusive In Negotiating With The Property Owner

Frank Rolfe — Tue, 14 May 2024 09:22:48 -0600

When it comes to negotiating a winning billboard ground lease with the property owner, there are a number of different styles and strategies. But probably the most effective is the concept of “inclusive” negotiation. In this Billboard Mastery podcast we’re going to explore what “inclusive” negotiating is all about and why it is probably your best shot at getting great deals done.

The Science Of Fixing Obstructions

Frank Rolfe — Fri, 26 Apr 2024 02:00:00 -0600

Blockage can kill a billboard’s value, but are there methods to bring those blocked signs back to life? In this Billboard Mastery podcast we’re going to discuss the science behind dealing with obstructions and share stories of signs that went from blocked to un-blocked using effective strategies.

Making Billboards Blend In With Their Environment

Frank Rolfe — Fri, 12 Apr 2024 04:00:00 -0600

While you want the advertisement to be dominant, you don’t want the billboard structure to be seen at all. In this Billboard Mastery podcast we’re going to explore the different methods to make the billboard structure virtually disappear with the goal of convincing the property owner that the sign will not interfere with the appearance of their land and buildings.

Why Signs Aren’t On Roofs Anymore

Frank Rolfe — Fri, 22 Mar 2024 02:00:00 -0600

There are many spots you can place a billboard on – including walls, benches, and telephone poles – but there’ one place that most cities in the U.S. have outlawed: building roofs. What used to be one of the mainstays of billboard placement has been blocked from new construction for decades. In this Billboard Mastery podcast we’re going to explore what happened to roof mounts and why it’s unlikely to ever change.

How Small Is Too Small?

Frank Rolfe — Fri, 23 Feb 2024 17:14:34 -0700

Most people think of billboards as being big, but sometimes they come in a smaller sizes. When buying or building a billboard, when do you hit a level in which the sign has no economic value? And how do you rent signs that are smaller than their competitors? In this Billboard Mastery podcast we’re going to explore how to apply science to the issue of smaller signs.

How To Improve Your Expression Of Numbers

Frank Rolfe — Fri, 09 Feb 2024 02:00:00 -0700

When you are trying to persuade someone, how you express numbers is an extremely important part of your success – and that’s particularly true in the billboard industry. In this Billboard Mastery podcast we’re going to review the importance of the optics of numbers and how to get what you want by manipulating them.

All About Saving Gas

Frank Rolfe — Fri, 26 Jan 2024 01:00:00 -0700

Gas is expensive and there’s no reason to waste it. And time is even more valuable. In this Billboard Mastery Podcast we’re going to review some methods to cover territory more efficiently and more respectful of your time and money.

Forging The Correct Advertising Lease Length

Frank Rolfe — Fri, 12 Jan 2024 02:00:00 -0700

One month is too short and a century is too long. So what is the correct lease length for your advertiser? In this Billboard Mastery podcast we’re going to review how the length of lease can vary with the type of advertiser and what is required to make the sale.

All About Renting Non-lighted Signs

Frank Rolfe — Fri, 29 Dec 2023 22:28:22 -0700

Some signs have lights and some signs don’t. But a non-lighted sign should not necessarily spell doom for getting it rented to a good-quality advertiser. In this Billboard Mastery podcast we’re going to drill down on the topic of non-lighted billboards and offer some productive tips to help you get them rented faster and for more money.

The Joy Of Cigar Butts

Frank Rolfe — Sat, 16 Dec 2023 08:30:53 -0700

Warren Buffett has long discussed “cigar butt” investing and how it contrasts with his favorite: “value investing”. However, there is much to like about “cigar butt” investing. In this Billboard Mastery podcast we’re going to review Buffett’s concept and why billboards offer a great entry into that type of high return/low cost investing.

How To Find A Wooden Sign Contractor

Frank Rolfe — Mon, 27 Nov 2023 21:25:27 -0700

Wooden billboards have been around for over a hundred years, but finding someone to build these time-proven signs grows more difficult every year. In this Billboard Mastery podcast we’re going to review the different places to find contractors who can build wooden signs including tips on building them properly.

The Whole Industry In One Simple Formula

Frank Rolfe — Mon, 06 Nov 2023 23:16:00 -0700

The fundamental law of economics is “supply vs. demand” and that same formula holds true for every aspect of the billboard industry. So how can you apply this metric to every single part of the billboard business to determine what’s of value and what’s not? That’s our topic for this Billboard Mastery Podcast discussion.

How To Rent Any Billboard In Five Easy Steps

Frank Rolfe — Fri, 27 Oct 2023 02:00:00 -0600

Every billboard has a natural advertiser if you can just help them find the sign. In this Billboard Mastery podcast we’re going to show you the five easy steps to finding the right advertiser for your billboard as well as explain why they’re so effective.

Motivating The Landowner Who Thinks Money Doesn’t Matter

Frank Rolfe — Fri, 13 Oct 2023 02:00:00 -0600

When you’re trying to lease ground space to build a billboard you occasionally run into the property owner that declares that “money means nothing to them”. How do you counter this argument? In this Billboard Mastery podcast we’ll review some strategies to get these type of personalities to move forward and sign the lease agreement.

Think Like Elvis

Frank Rolfe — Fri, 22 Sep 2023 14:49:30 -0600

Elvis is not someone that you typically consider as a source of wisdom, as his life was kind of screwed up and he died at the age of 42. However, Elvis did have some winning quotes and one in particular serves as a reminder to think outside the box. In this Billboard Mastery podcast we’re going to summon our inner Elvis and review one of his best quotes and how it relates to billboards.

Nobody Ever Went Broke Taking A Profit

Frank Rolfe — Fri, 08 Sep 2023 02:00:00 -0600

I received a call recently concerning an offer that was made to buy a billboard with the seller asking me “should I sell”? In this Billboard Mastery podcast we’re going to review the methodology to deciding whether to sell or not. Sometimes knowing when to sell is as important as when to buy, and we’re going to unlock the correct way to do it.

Keeping A Leash On Your Attorney

Frank Rolfe — Mon, 21 Aug 2023 18:27:35 -0600

Sometimes you have to craft a custom agreement with the landowner. Or a new advertising lease. Or maybe you need some loan documents reviewed. In each case you hire an attorney and wait in terror for your bill to arrive. In this Billboard Mastery podcast we’re going to review some simple steps that allows you to stay in control of your legal cost.

Understanding CPM

Frank Rolfe — Mon, 07 Aug 2023 20:16:26 -0600

“CPM” stands for “cost-per-thousand” exposures. It’s an important metric that many advertisers use to evaluate different advertising options so it’s vital that you understand how it works – as well as the loopholes that nobody talks about. In this Billboard Mastery podcast we’re going to review how CPM is calculated and everything you need to know about it.

What To Do When An Advertiser Won’t Pay You

Frank Rolfe — Sat, 22 Jul 2023 21:26:58 -0600

There’s no purpose to renting a billboard if you don’t get paid for it. And sometimes the advertiser’s check doesn’t come in and you start to panic. In this Billboard Mastery podcast we’re going to review the steps to take and how to solve the situation without losing the advertiser as a good customer.

Helping Advertisers Get Creative

Frank Rolfe — Fri, 07 Jul 2023 02:00:00 -0600

A billboard is only of value if it makes money for the advertiser, and that requires a good marketing message. But how do you help the advertiser to get “creative” in the correct way to market their product or service? In this Billboard Mastery podcast we’re going to review some constructive techniques to create successful ad campaigns.

How The Death Of Radio Will Help Billboard Investments Immensely

Frank Rolfe — Fri, 16 Jun 2023 17:53:47 -0600

Radio is under attack when it comes to listening to it in automobiles. AM is no longer offered in electric vehicles and many manufacturers are considering eliminating it altogether to allow for more profitable concepts. What will this do to billboards? That’s the focus of this Billboard Mastery Podcast.

The Beauty Of Being Federally Regulated – And Hated

Frank Rolfe — Thu, 01 Jun 2023 16:51:39 -0600

There have been very industries regulated by the U.S. government, and billboards are one of those few groups. But the hatred that many environmental groups have for billboards have actually created a huge amount of the value in the sign industry. In this Billboard Mastery podcast we’re going to discuss how being federally regulated – and hated – provides one of the best positions any industry could hope for.

Fixed Vs. Percentage Ground Rent

Frank Rolfe — Tue, 23 May 2023 13:42:46 -0600

How should you pay the property owner for allowing you to build and operate a billboard on their land? There’s two basic methods: 1) percentage of revenue or 2) flat amount. But how do you select the right option? In this Billboard Mastery podcast we’re going to explore the variables to constructing a fair deal for all parties.

Taking Action Responsibly

Frank Rolfe — Fri, 05 May 2023 02:00:00 -0600

There’s an old adage “think like a person of action and act like a person of thought”. A key part of that theorem is the concept of taking action. But how do you do that responsibly and minimize risk and embarrassment? In this Billboard Mastery podcast we’re going to review some strategies to this effectively.

The Best Deals I Ever Did

Frank Rolfe — Fri, 21 Apr 2023 20:25:00 -0600

I have built or bought over 300 billboards, but some stand out from the pack. In this Billboard Mastery Podcast we’re going to review the best deals I ever did and look for commonalities that all those deals shared. As you’ll see, there are definite attributes that all great billboard deals share.

Signs And Storms

Frank Rolfe — Fri, 07 Apr 2023 13:43:56 -0600

High winds and billboards have never been good friends. And as weather events seem to be escalating in the U.S. it’s important that you understand what happens to signs in high-wind events. In this Billboard Mastery podcast we’re going to review the topic of signs and wind damage and how to mitigate those results.

The Risk/Reward Matrix

Frank Rolfe — Fri, 24 Mar 2023 15:50:03 -0600

Risk and reward are the two main attributes of building or buying a billboard. How these two items interplay yields whether you should build or buy that sign structure. In this Billboard Mastery podcast, we will review how to do this type of analysis and why it’s so crucial in evaluating potential opportunities.

Everything Old Is New Again

Frank Rolfe — Fri, 10 Mar 2023 17:41:16 -0700

Billboards have gone up and down in desirability many times over the past century. It’s always the same cycle: advertisers find the next hot thing and then get burned out on it and return to their roots of delivering ad messages that really work. In this Billboard Mastery podcast, we’re going to review how the cycle has now gone full circle, and billboard demand and occupancy is going up.

Harnessing Your Audie Murphy Moment

Frank Rolfe — Fri, 24 Feb 2023 23:19:12 -0700

Everyone has that moment in which they get fed up. Some people put that mood into action. Audie Murphy was the most decorated soldier in U.S. history and his secret weapon was harnessing his frustration into positive energy. In this Billboard Mastery podcast we’re going to review what this power is and how to use it to your advantage.

Tips On Drawing Exhibits

Frank Rolfe — Mon, 13 Feb 2023 22:04:59 -0700

Every billboard lease needs an attachment that shows where the billboard goes. So does every permit application. So how can you best create a winning exhibit to a lease or application – one that gets the job done and helps keep you out of trouble? That’s the focus of this Billboard Mastery Podcast.

The Dangers of Timing Out

Frank Rolfe — Tue, 31 Jan 2023 15:41:34 -0700

There's an old adage that you only live once. As far as we know, that's pretty much true. And we also know that the average human on Earth has a lifespan of roughly around 80 years, based on a lot of issues. And the problem you have in life is you're always racing up against that limitation. And if you don't get what you want in life, well, you pretty much ultimately, your time out, you run out of time.

Why I Drop A Dime Down Every Foundation Hole

Frank Rolfe — Fri, 13 Jan 2023 02:00:00 -0700

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.

Extreme Risk

Frank Rolfe — Wed, 28 Dec 2022 22:16:45 -0700

There is risk and then there is extreme risk. One is just a regular part of life and the other can make you look like an absolute genius or a complete idiot.

Reducing The Size of A Sign

Frank Rolfe — Fri, 09 Dec 2022 02:00:00 -0700

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.

Dealing with Obstructions

Frank Rolfe — Fri, 25 Nov 2022 02:00:00 -0700

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.

Don’t Let Anyone Tell You “It’s Not Enough Money”

Frank Rolfe — Fri, 11 Nov 2022 02:00:00 -0700

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.

The Art Of Pre-Leasing Signs

Frank Rolfe — Fri, 28 Oct 2022 02:00:00 -0600

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.

What Happens At The End Of The Lease?

Frank Rolfe — Thu, 13 Oct 2022 20:00:00 -0600

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.

What Should Be Your Sign’s Corporate Uniform?

Frank Rolfe — Fri, 30 Sep 2022 00:00:00 -0600

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.

When There Are No Poles At All

Frank Rolfe — Fri, 16 Sep 2022 00:00:00 -0600

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.

Making Money The Walmart Way

Frank Rolfe — Fri, 02 Sep 2022 00:00:00 -0600

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.

When A Landowner Goes Bankrupt

Frank Rolfe — Fri, 19 Aug 2022 00:00:00 -0600

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.

All About Length of Lease

Frank Rolfe — Fri, 05 Aug 2022 00:00:00 -0600

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.

Taking The Terror Out of Drilling Holes

Frank Rolfe — Fri, 15 Jul 2022 00:00:00 -0600

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.

Filling A Need

Frank Rolfe — Fri, 08 Jul 2022 00:00:00 -0600

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.

A Primer on Recording Leases

Frank Rolfe — Wed, 22 Jun 2022 13:00:00 -0600

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.

Billboard Lease Trivia - Part 2

Frank Rolfe — Fri, 03 Jun 2022 00:00:00 -0600

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.

Billboard Lease Trivia - Part I

Frank Rolfe — Tue, 24 May 2022 16:00:00 -0600

Understanding Risk

Frank Rolfe — Fri, 06 May 2022 00:00:00 -0600

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.

My Favorite Ways To Rent A Billboard

Frank Rolfe — Fri, 22 Apr 2022 00:00:00 -0600

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.

Nightly Planning Yields Big Results

Frank Rolfe — Fri, 08 Apr 2022 00:00:00 -0600

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.

Don’t Forget Access

Frank Rolfe — Fri, 25 Mar 2022 00:00:00 -0600

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.

Don’t Let Anyone Stand In Your Way

Frank Rolfe — Fri, 11 Mar 2022 00:00:00 -0700

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.

Carving An Old-Fashioned Niche In A Technology World

Frank Rolfe — Sat, 26 Feb 2022 01:00:00 -0700

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.

Closing Deals

Frank Rolfe — Mon, 14 Feb 2022 13:00:00 -0700

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.

Making Money Simply Through A Better Use Of Space

Frank Rolfe — Thu, 27 Jan 2022 19:00:00 -0700

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.

Things To Watch Out For With Old Signs

Frank Rolfe — Thu, 13 Jan 2022 00:00:00 -0700

Bringing old billboard signs back to life can be very profitable. However, there are some things to watch out for that can ruin your plans and make your attempts to make money into losing money. In this Billboard Mastery podcast we’re going to review the check list of reviewing old signs opportunities.

Notes On Preparing For High Winds

Frank Rolfe — Thu, 30 Dec 2021 00:00:00 -0700

The arch enemy of billboard signs has always been high winds. They can knock out your ad or even knock down your entire sign structure. While none of us have control over the weather, we can take proactive steps to better prepare for the risk of high winds, and we’re going to discuss what those options are and how to institute them.

Bootstrap Borrowing

Frank Rolfe — Thu, 09 Dec 2021 00:00:00 -0700

“It takes money to make money” – but where does that original capital come from? In this Billboard Mastery podcast we’re going to discuss the various options to raise money to build or buy billboards assuming you are just getting started and financing is hard to come by. As you’ll see, there are many options available to those who really work the system aggressively.

Tips On Longevity

Frank Rolfe — Thu, 25 Nov 2021 00:00:00 -0700

Billboards have life spans that can range from months to centuries. As a billboard owner it’s essential to get as many years on the clock as you can, as once you’re paid off the debt every year thereafter is straight profit. There are some choices you can make that will ensure a billboard to last a long time versus a short lifespan. In this Billboard Mastery podcast we’re going to discuss this issue and give some practical tips to make a billboard last longer.

Don’t Be Afraid To Be Different

Frank Rolfe — Thu, 11 Nov 2021 00:00:00 -0700

The billboard business may seem old-fashioned, but it periodically erupts with new ideas that revolutionize or open new sectors of advertising. In this Billboard Mastery podcast we’re going to review how to harness fresh thinking and being unafraid to try a new direction.

Opportunity All Around And Nobody Notices

Frank Rolfe — Thu, 28 Oct 2021 00:00:00 -0600

Once you get the hang of spotting abandoned billboards, you can’t stop seeing them everywhere. I recently passed two of them within a hundred yards on the same highway. In this Billboard Mastery podcast we’re going to discuss what these opportunities are, how they work, and why there seem to be so many laying around in some markets.

The Timeless Power of Old-Fashioned Co-op Programs

Frank Rolfe — Thu, 14 Oct 2021 00:00:00 -0600

There’s a way for advertisers to often cut their advertising costs by 50% or more on your billboard. It’s an incredibly powerful program that too few advertisers take advantage of. In this Billboard Mastery podcast we’re going to review the concept of “cooperative” (also known as “co-op”) advertising, where the manufacturers of goods cover a portion of the ad cost. This tool can make your sign more affordable and renewal more compelling.

Why Strong Things Grow Slowly

Frank Rolfe — Thu, 30 Sep 2021 00:00:00 -0600

I just talked to a guy named Tim who called to let me know he had just built his tenth billboard, and now was on-track to hit $50,000 per year in income. But it didn’t happen overnight. Tim has been assembling this sign portfolio for years. In this Billboard Mastery podcast we’re going to discuss why sometimes the best investment income is derived from assets that take years to assemble – and how this is actually a positive trait.

How Low Can You Go?

Frank Rolfe — Thu, 16 Sep 2021 00:00:00 -0600

Most people think in terms of how “high” a sign can go and still be seen by traffic. But there’s a whole different side to that argument on some sign locations and that’s how “low” you can go and still make the sign effective. This is particularly true in some urban areas where signs were built long ago at very short heights. In this Billboard Mastery podcast we explore what the considerations are when buying or building a really “low” sign.

The Right – And Wrong – Way To Collect Sign Rent

Frank Rolfe — Thu, 02 Sep 2021 00:00:00 -0600

Once an advertisement goes up on your sign, you must then collect rent every month, every year, or whatever interval in your lease. And often you have to do some degree of action steps to get this accomplished. In this Billboard Mastery podcast we’re going to review the right – and wrong – methods to collect your sign rent.

Reinforcement After The Sale

Frank Rolfe — Thu, 19 Aug 2021 00:00:00 -0600

Advertisers are the life’s blood of your billboard investment, yet too many sign owners take them for granted after the sale. In this Billboard Mastery podcast we’re going to review the methods smart sign owners use to make the advertise feel properly appreciated each and every day so they are more likely to renew when their lease comes up, and to feel they have a good value when they write that monthly check.

What To Do When Everybody Wants Your Sign

Frank Rolfe — Thu, 05 Aug 2021 00:00:00 -0600

Some billboards require a lot of effort to find an advertiser, and with other signs the advertisers flock to you. So what do you do when there’s a bunch of advertisers wanting your sign location? In this Billboard Mastery podcast we’re going to review some strategies to maximize your income when you’ve come across a really hot, in-demand location.

Working From The Outside In

Frank Rolfe — Thu, 22 Jul 2021 00:00:00 -0600

The normal strategy in most endeavors is to work from the inside out – but not always for billboards. In this Billboard Mastery podcast we’re going to discuss the reasons and strategy behind going outside the city limits – where competition and costs are lower – and then start looking closer into the city core as your experience and cash flow increases. This is a proven plan that has been a winner in the past.

Is There A Better Use of Your Time?

Frank Rolfe — Thu, 08 Jul 2021 00:00:00 -0600

The average American works 40 hours a week. But there’s 168 hours in a week – so where does the rest of the time go? In this Billboard Mastery podcast we’re going to discuss how you can get into the billboard business with a very small time commitment: if you work smart. You can build an impressive side hustle with time your formerly wasted. So invest some time listening to this podcast, and then invest some real time in achieving your goals.

The Exact Moment I Got Serious About My Future

Frank Rolfe — Thu, 17 Jun 2021 00:00:00 -0600

We are all accountable for our destiny. But sometimes it all comes together at one time and you never forget it. In this Billboard Mastery podcast we’re going to talk about the exact moment that I had to choose between success and mediocrity, and how that impacted my billboard career. In the current economic chaos that has become America, you can still gain an edge when you understand how you really do control how your life turns out.

Harnessing The Power of Rural Roads

Frank Rolfe — Wed, 02 Jun 2021 00:00:00 -0600

Americans are moving in a big way from urban centers to suburban and exurban alternatives, and that’s putting more cars than ever on rural roads. In this Billboard Mastery podcast we’re going to review the concept of rural roads and how to make profitable investments in advertising on them. There’s money in every seismic shift of the U.S. population, and this is definitely a time to re-explore billboards that are a little farther out.

Noticing Poles

Frank Rolfe — Thu, 20 May 2021 00:00:00 -0600

Part of being a successful billboard investor is simply keeping your eyes open and being observant. In this Billboard Mastery podcast we’re going to discuss the concept of recognizing abandoned billboards and how to translate that into action steps. There can be big money in finding these opportunities but you have to know what to look for.

Albert Einstein Was Right

Frank Rolfe — Thu, 06 May 2021 00:00:00 -0600

Albert Einstein once said “everything should be made as simple as possible – but not simpler”. In this same manner, it’s important to distill down all of the features of successfully building, buying and operating billboard signs to their most simple components. That’s the focus of this Billboard Mastery podcast. It took a lot of hard work to come up with these simple formulas.

Should You Ask For Forgiveness Or Permission?

Frank Rolfe — Thu, 22 Apr 2021 00:00:00 -0600

There are two ways to approach any problem: to ask permission or to ask forgiveness. So which is the better choice? In this Billboard Mastery podcast we’re going to discuss when to choose one over the other, and what the ramifications are of that selection.

Rules of Thumb When Buying An Existing Sign

Frank Rolfe — Thu, 08 Apr 2021 00:00:00 -0600

There are two ways to get into the billboard business: 1) build a sign or 2) buy an existing sign. There are significant differences in these two options. In this Billboard Mastery podcast we’re going to discuss the key things to know about buying an existing sign and how to mitigate your risk when doing so. With so much time and money at stake it’s important that you don’t mess up the process.

Why Digital Is Not The Answer

Frank Rolfe — Thu, 25 Mar 2021 00:00:00 -0600

LED “digital” billboards can serve a useful purpose – but most of the time not in the manner the buyer or builder hopes for. Sure anyone can strap an LED onto a billboard panel (assuming you can get the permit) but is that really the right decision? That’s the topic of this Billboard Mastery podcast and we’re going to review what makes LED work and what does not and how to make that decision.

Finding The Capital To Build Or Buy Billboards

Frank Rolfe — Thu, 11 Mar 2021 00:00:00 -0700

Even though they’re relatively inexpensive compared to the other sectors of real estate investment, it still takes capital to build a billboard or buy an existing one. So how do you get the money to get your dreams off the ground? In this Billboard Mastery podcast we’re going to review various ways to obtain the capital to start your billboard investing, including how these loans can be structured.

Permits, Permits, Permits

Frank Rolfe — Thu, 25 Feb 2021 00:00:00 -0700

What makes billboards valuable is the limited supply allowed under the Highway Beautification Act of 1965. This Act disrupted the balance between supply and demand, which gives sign owners the upper hand in maintaining high occupancy and rents. It also means that you don’t have to worry about excessive competition ruining your sign’s value. But part of the Highway Beautification Act is the requirement for permits. In this Billboard Mastery podcast we’re going to discuss permits in-depth, and what I’ve learned about them over the years.

Tips On Sign Construction Materials

Frank Rolfe — Thu, 11 Feb 2021 00:00:00 -0700

Steel monopole, steel I-beam or wooden telephone pole – which is the best for your billboard deal? In this Billboard Mastery podcast we’re going to review some important tips on each of these materials and help you identify the correct construction materials based on your goals and budget. As you’ll learn, all billboard structures are not created equal – and that’s a good thing so that you can meet your goals.

The Beauty of Not Providing Content

Frank Rolfe — Thu, 28 Jan 2021 00:00:00 -0700

Billboard signs are pretty much the only form of advertising that does not have to provide content. So why is that a big deal? In this episode we discuss why having a captive audience is much more attractive than having to capture their attention. And much more profitable.

Anything Is Possible With Scale

Frank Rolfe — Thu, 21 Jan 2021 00:00:00 -0700

Throughout history, amazing things have happened from small acts that are repeated over the over. Giant buildings have been built one brick at a time, and the giant oak tree starts from just an acorn. In this same away, fortunes have been made from simple billboard signs. In this Billboard Mastery podcast, we’re going to review the process in which you can grow your desire to build an additional stream of income from just an idea, to grow that stream of income into a river, and how you can ultimately achieve all your goals one billboard at a time.

When An Advertisement Becomes A Liability

Frank Rolfe — Thu, 31 Dec 2020 00:00:00 -0700

As a billboard owner, you are the official gatekeeper of the content on your sign. But sometimes your choice of content can cause extreme problems – possibly even start in motion the eventual loss of your billboard location. In this Billboard Master podcast we’re going to review how an advertisement can potentially get you in a lot of trouble and how to avoid this situation. In a politically correct America, this topic is more important than ever before.

Natural Advertisers

Frank Rolfe — Thu, 03 Dec 2020 00:00:00 -0700

There are many potential advertisers for any billboard – but there is one that is the most natural fit. When you find the perfect advertiser you can attain a continual renewal rate, and you may not have to rent that sign again for years. In addition, the natural advertiser will be successful with it and always pay promptly, not wanting to lose the sign. In this Billboard Mastery podcase we’re going to review what makes for a natural advertiser and how to find them and rent them your sign.

Ground Leases

Frank Rolfe — Thu, 19 Nov 2020 00:00:00 -0700

The document that gives you the right to build and operate a billboard on a piece of property is called the “ground lease” – and what it contains can make the difference between success and trouble. In this Billboard Mastery podcast we’re going to discuss what the key items of a proper ground lease include and why they are so important. Since your entire investment hangs in the balance, it’s essential that you know how a ground lease should be structured.

Understanding Visibility

Frank Rolfe — Thu, 05 Nov 2020 00:00:00 -0700

Billboards are all about being seen – that’s one of their most important traits. Yet most people don’t understand the science behind the visibility of a sign, and how to approach deciding whether it has enough of it to be viable. In this Billboard Mastery podcase, we’re going to review the science of visibility and how you can be an active participant in making it better.

Drilling And Hitting Things That Are Not Oil (But Sometimes Are)

Frank Rolfe — Wed, 21 Oct 2020 20:00:00 -0600

A part of the billboard construction process – whether the sign has wooden poles or metal ones – is to dig a hole in the earth that meets the required engineering standards to hold the sign up. And digging a hole often 15’ deep in an area that rarely has seen excavation can often yield unusual results, such as hitting water and giant rocks. In this episode of the Billboard Mastery podcast we’re going to discuss what happens when you hit the unexpected, and how to mitigate the cost and make the right decision.

Hiring Yourself and Keeping From Getting Fired

Frank Rolfe — Wed, 07 Oct 2020 22:00:00 -0600

It takes discipline to find new billboard locations to build or buy. And it takes effort to rent advertising space. But all of these things are pretty simple to master. What’s at issue is whether or not you will make a good “employee” to your dreams and aspirations. Every entrepreneur knows their most important hire is themselves. So how do you make sure that you take the necessary steps to keep you commitment to yourself? In this Billboard Mastery podcast we’re going to discuss how to hire yourself, manage yourself, and not have to fire yourself. There’s no job loss more embarrassing than when you have to give yourself your own pink slip.

Permanent Easements From A to Z

Frank Rolfe — Thu, 24 Sep 2020 12:00:00 -0600

All billboards are built on leased land. Or land owned by the sign company. Well, not quite. In this Billboard Mastery podcast we going to talk about that third option in which the billboard company owns the right to have the sign on someone else’s land and to service it there. This concept has merit in many markets but also has a fair amount of risk both for landowners as well as billboard companies. We’re going to discuss the concept, how it works, when it wins, and how to mitigate the risks.

Looking Big When You’re Small

Frank Rolfe — Tue, 08 Sep 2020 22:00:00 -0600

One of the biggest self-confidence busters when you’re starting out with trying to build, buy or rent billboards is the concern that you look “small” and therefore can’t compete with “big” companies. Even though many property owners and advertisers prefer working with the “underdog” there’s no question that there are certain traits of big companies that you want to copy to give greater confidence to the customer. So how can you look “big” when you’re “small”. In this Billboard Mastery podcast we’re going to review the many tricks you can adopt to give the appearance of being much larger than you are in real life.

David And Goliath

Frank Rolfe — Tue, 11 Aug 2020 22:00:00 -0600

Can an individual take on a huge billboard company and beat them at their own game? Yes, it’s been done a thousand times. So how can the small guy beat the big guy? In this episode of the Billboard Mastery podcast we’re going to harness the strategies that allow you to use the weak points of big companies against them and give you a continual edge.

Billboard Frankenstein

Frank Rolfe — Tue, 28 Jul 2020 22:00:00 -0600

One of the most profitable methods to make money with billboards is to find old abandoned ones and bring them back to life. But this “Frankenstein” strategy also requires careful planning and attention to detail. In this week’s Billboard Mastery podcast we’re going to review with granular detail the necessary steps to successfully make old abandoned signs income-producing again.

How Billboard Economics Works

Frank Rolfe — Thu, 16 Jul 2020 16:00:00 -0600

Most people have no idea how billboard investing works, and that’s a shame as it’s a very simple business model. In this episode we’re going to review in-depth the standard profit and loss statement of a billboard sign and focus on how to calculate the net income of any sign. If you want to know what profit a billboard can generate – which you should – then this will give you that knowledge.

The Billboard Menu

Frank Rolfe — Thu, 16 Jul 2020 15:00:00 -0600

There are many basic types of billboards – six to be exact. In this episode we’re going to review each of the types of billboard signs as well as the basic cost and reasons for investing in that particular style of unit. As you’ll see, there’s more than just one type of billboard, and one of the essential parts to successful investing is knowing which variety to select. This discussion helps make that possible.

Why Invest In Billboards?

Frank Rolfe — Thu, 16 Jul 2020 14:00:00 -0600

Did you know that billboards are regulated by the U.S. government? There’s probably a whole lot about billboards that you don’t know. But all that’s going to change with our review of the basic reasons that you should consider investing in billboard signs as part of your financial security plan. You’ll see that billboards offer some amazing advantages as well as the flexibility to make your portfolio as big or small as you see fit.