Today out of home leasing and development expert Andy Goodman of age Advertising explains the four parts of a sample email or letter that he uses to approach a billboard site prospect.
A successful approach letter has four key parts, each designed to build credibility, demonstrate value, and move the conversation toward a face-to-face meeting.
- Introduce Yourself and Establish Credibility
I open with a brief introduction of myself and share my background. I often mention that I have been in the billboard business since 1987, giving me more than 38 years of industry experience.
This establishes credibility immediately and signals to the property owner that they are dealing with a knowledgeable professional who understands the business and can add value.
- Explain Why the Property Is Ideal
In the second paragraph, I explain why the specific property would make a desirable billboard location. I outline my intention to install a state-of-the-art digital billboard, emphasizing that it would generate monthly rental income while occupying only 25–35 square feet of ground.
I stress two key benefits: minimal land use and consistent income. Highlighting the modern, high-quality nature of the sign helps reassure landlords that the installation will be professional and well managed.
- Reference the Lease—Without Numbers
Next, I mention that a lease agreement is attached to the letter. However, I deliberately exclude rental figures unless I have already spoken with the property owner in person.
This approach keeps the conversation flexible and avoids turning the first contact into a negotiation before trust and understanding are established.
- Ask for an On-Site Meeting
In the final paragraph, I ask for a meeting to walk the property together. The goal is to discuss potential sign placement and ensure the property owner is comfortable with the proposed location.
I emphasize the importance of getting the owner on-site, as it helps build a personal relationship and creates a collaborative atmosphere from the very beginning.
Bottom line:
A strong approach letter is concise, professional, and relationship-focused. By establishing credibility, clearly explaining the opportunity, avoiding premature negotiations, and encouraging an in-person meeting, my four-part structure sets the stage for successful billboard leasing conversations.
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