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Welcome to the Billboard Mastery Podcast, where you will learn the correct way to identify, evaluate, negotiate, perform diligence on, select the construction type, build, rent the ad space and operate billboard signs. And now here is your host – the guy that built from scratch the largest privately-owned billboard company in Dallas/Ft. Worth – Frank Rolfe.
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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.Από τον Frank Rolfe
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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 …
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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.Από τον Frank Rolfe
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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.…
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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.Από τον Frank Rolfe
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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.Από τον Frank Rolfe
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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.Από τον Frank Rolfe
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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.…
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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.…
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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 s…
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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.Από τον Frank Rolfe
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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 lan…
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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 …
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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 …
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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.…
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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.Από τον Frank Rolfe
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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.Από τον Frank Rolfe
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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.…
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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.…
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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.…
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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.…
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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.Από τον Frank Rolfe
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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.…
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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 q…
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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.…
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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.…
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“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 …
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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.…
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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.…
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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.…
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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 – pr…
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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.…
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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.…
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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.Από τον Frank Rolfe
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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.…
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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.…
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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 bi…
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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.…
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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.Από τον Frank Rolfe
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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 pre…
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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.…
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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.Από τον Frank Rolfe
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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.…
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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.Από τον Frank Rolfe
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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 o…
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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…
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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.Από τον Frank Rolfe
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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.Από τον Frank Rolfe
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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.Από τον Frank Rolfe
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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.Από τον Frank Rolfe
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