I think a good ratio would be 20% to 50% of proposals getting signed up. But that is 100% cased on how much preparation you put in, and how good your offer is. If you go around offering people too little, you will serve as the catalyst to get landowners to allow a billboard, only with a different company that offers more. And if you send out proposals that are too high, you'll sign up every deal you hit, but you have not accomplished anything. If you send out 10 well-written, reasonable offers at one time, you should get probably 2 landowners who will call you immediately and say "let's do it" and if you then call the remaining 8 and give them your best sales pitch, you should probably be able to win 3 more over -- for a total of 50%.