The standard billboard ground lease involves trading the right to place a sign on the land in exchange for a monetary payment. But how do you decide that that amount should be? In this Billboard Mastery podcast we’re going to explore some techniques that help steer you towards a land rent that is fair for both parties.

The decision to use a "V" structure for billboards has been around for over a century, and opinions still vary. While a "V" can dramatically improve the visibility and appeal of a sign, it also comes with a hefty price tag. If you’re thinking about incorporating this design, here’s what you need to consider to make the best decision for your investment.

When faced with challenges, the natural instinct to follow the crowd often feels safe. But history shows that those who break away from the herd—true mavericks—frequently find greater success. Consider the horse chased by cowboys: the one that follows orders ends up corralled, while the one that takes its own path stays free. This lesson applies just as much to billboard investing as it does to life.

The majority of billboards in the U.S. are located on leased land. But a tiny fraction are cases where the sign owner also controls the land underneath, which gives them unique stability. In this Billboard Mastery podcast we’re going to explore the strategies used to own the land as well as the sign.