If you find yourself with a vacant billboard or an expiring advertiser lease, look no further than the advertisers on neighboring billboards. These potential clients are often overlooked, yet they are right in front of you and can be prime prospects.

They Understand the Value of Billboards

Skip the hard sell; they already appreciate the benefits of billboard advertising. These advertisers have experience and know the impact a good location can have. Your pitch can be straightforward, focusing on two key factors: visibility and cost. If your billboard offers better visibility or a competitive price, it can be an attractive alternative, even if the visibility isn't perfect but the price is right.

Proven Track Record of Payment

Current billboard advertisers have a reliable payment history. This is crucial, especially with smaller businesses where financial stability might be a concern. Rather than relying solely on credit checks, you can trust their ongoing commitment to billboard advertising as evidence of their ability to pay consistently. 

Potential for Multi-Year Leases

Advertisers transitioning from another billboard are often open to longer-term leases. If they need to wait for their current lease to expire before moving to your sign, you can negotiate a multi-year contract as an incentive for holding the space for them. Meanwhile, you can fill the gap with short-term advertisers, ensuring no revenue loss. 

Quick Turnaround on Creative Content

Experienced advertisers already have a clear vision for their ads. This readiness means less downtime getting their creative content ready, helping you avoid vacancies and meet your budget targets. They might even reuse existing designs, speeding up the entire process.


When you have a billboard to rent, start by identifying nearby advertisers. Reach out to them with a compelling offer based on better visibility or competitive pricing. This strategy can yield surprisingly effective results, turning local billboard advertisers into your best prospects and ensuring your billboard remains occupied and profitable.

By Frank Rolfe

Frank Rolfe started his billboard company off of his coffee table, immediately after graduating from college. Although he had no formal training on the industry, he learned as he went, and developed his own unique systems to accomplish things, such as renting advertising space. Frank was formerly the largest private owner of billboards in Dallas/Ft. Worth, as well as a major player in the Los Angeles market.