Today out of home leasing and siting expert Andy Goodman of Age Advertising talks about how to approach a landowner when you want to discuss an out of home lease.

What’s in a good approach letter?

I introduce myself and let them know that I’m a consultant, and that I’ve been in the business for 30+ years.  I talk about my experience and that I’ve helped to create sign codes, that I’ve worked on development agreements, and I’ve worked with the staff and planning commissions and city councils and have built many billboards.  I do that in a quick short paragraph.  I also include the specifics of the city I’m looking at and what the APN number of their particular proper because some property owners own multiple properties. Therefore, the APN number and the address clarify the specific property.  I provide them with a copy of the lease and I put a number in the rent so that they know that it’s an official proposal.  I usually leave room for negotiations.  From there I ask for a meeting so we can talk about where the billboard needs to be positioned on the property.  An unsolicited letter to the property owner is usually my last resort when I haven’t been able to reach them via phone or visit to their office or home.  I prefer to pick up the phone or stop into their offices.  A letter and proposal is usually after I’ve talked to them for the first time.

Why send a lease?

I had a situation once where I sent a letter and completed lease with a formal offer in it and the property owner actually signed the lease and sent it back and I had an executed lease without ever needing to negotiate. In most cases, the property owner wants to see a serious offer and is more likely to respond to my calls or even they call me back to continue the negotiations.

What does your lease look like?

It’s one page long on a legal sized form. It covers all the important items, address, apn, financial offer, term, visibility protection, cancellation clause, exclusive rights, rights to sign document, first right of refusal, no selling of the easement, insurance clause, and most important that the billboard is a trade fixture and that the permits and the structure belong to the Lessee.

Andy Goodman has 33 years experience siting and developing billboards.  You can reach Andy at andygoodman.age@gmail.com.

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