Frank was formerly the largest private owner of billboards in Dallas/Ft.Worth, as well as a major player in the Los Angeles market.And the sudden decrease in competition from all the large companies, that are forced to regroup, gives you a virtual “free pass” to attack at will all the remaining legal locations. You can make a million dollars in it if you know what you are doing and are willing to put in the effort.If you look at the billboard company I sold as two distinct pieces, the portion that I built before the recession was not in the ballpark as valuable as the portion I built during the recession. And there’s one more thing you should know about the billboard business.Starting from scratch, it took me almost a year to find my first location.
All I had was the desire to make money and an almost equally powerful fear of failure.
• The amount of traffic and readership passing billboards increases every day, as does the length of time the cars are stuck in front of signs, due to the endless back-ups on most of America’s major highways and roads.
This leads to higher advertising rents – which have already been going up an average of 10% per year.
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.