1. Location (as the saying goes) and viewability are probably the most important metrics in determining the value of a sign.
2. Some signs sell themselves, but most do not. Some are almost impossible to rent which creates a resource drain.
3. Work with and not against the folks who issue permits if at all possible.
4. Placement on property matters. Good real estate paper makes life easier.
5. Wide V structures and bright lights are good.
6. Relationships are long term and important.
7. If at all possible, own the dirt under the sign.

Kevin Joyce, Joyce Outdoor

When differentiating yourself from competitors, don’t go negative. Highlight your great locations and what you do best. Don’t even mention the other operators of media platforms. Going negative comes off as petty.

Robert Moore, Riley Outdoor

More than 20 years ago, I was told by a very successful businessman to gather an informal Board of Directors… not a formal group that you sit down with, but an informal group that has experience in all facets of business that you can call on from time to time to seek advice on any of a number of topics. As the owner of a small business, this is very important, to have someone that you can call on to ask about a wide range of topics from taxation or financing your next expansion plan. The people that sit on my informal board may not even know who they are, but they have been a key part of my success over the last 20 years.

For more great advice like this buy a copy of In Their Words – Out of Home Executives talk about out of home.  This 147 page guide has advice from 173 executives at 150 out of home companies.  It costs $49.95 and is available in pdf and epub versions.  To learn more and order your copy of the book visit the In Their Words page of the Billboard Insider website.