The importance of landowners cannot be overstated. They are not just the silent partners who provide the locations for our billboards; they are the bedrock of our operations, and the relationship with them is foundational to the success of any great billboard company. This understanding has been a guiding principle for me since the early days of Huntington Billboards.

When our company was smaller, with fewer than 150 billboards, I knew each of my landowners personally. These individuals, families, and companies were my early supporters, offering encouragement, advice, and even money that helped me grow the business. Their faith in my vision was invaluable, and I remain incredibly grateful for their support.

As Huntington Billboards expanded, maintaining personal connections with each landowner became increasingly challenging. I realized that I couldn’t know every landowner by name or address every issue, such as tree obstructions or payment discrepancies, on a personal basis. This shift pushed me to implement a new approach to maintain the personal touch.

I began writing “landowner letters,” which I send out twice a year along with their lease payments. These letters have become a cornerstone of our communication strategy, allowing me to stay connected with our landowners and keep the relationship personal and meaningful, even as the company grows. The content of these letters varies. Sometimes, I provide updates about the company’s progress and future plans or share news about my family. Other times, I might describe a recent trip or discuss a book that I found insightful and inspiring.

People’s land holds deep personal significance for them, and acknowledging this through genuine and heartfelt communication has paid dividends in terms of goodwill and cooperation. The time investment—about an hour for writing and a ream of paper for printing—pales in comparison to the immeasurable benefits of maintaining these strong relationships. This practice not only fosters a sense of partnership but also encourages a spirit of collaboration and trust, which is essential in resolving any issues that may arise.

I believe that this approach could be helpful to other companies in the billboard industry as well. If you’re interested in implementing a similar strategy, shoot me an email (Justin@huntingtonbillboards.com), and I would be happy to share several past landowner letters. This small effort in maintaining a personal touch can really help solve issues before they become big problems.

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