What makes billboards valuable is the limited supply allowed under the Highway Beautification Act of 1965. This Act disrupted the balance between supply and demand, which gives sign owners the upper hand in maintaining high occupancy and rents. It also means that you don’t have to worry about excessive competition ruining your sign’s value. But part of the Highway Beautification Act is the requirement for permits. In this Billboard Mastery podcast we’re going to discuss permits in-depth, and what I’ve learned about them over the years.