OK, here are your next steps. 1) Call on every vacant billboard on that street and see what they charge -- become the expert on billboard rents on that piece of road. 2) See if the rates can give you at least a 20% return on the cost to build the sign 3) If it looks favorable, pull the permit 4) Call other billboard companies and see what they'd give you as ground rent, if they built the sign 5) Do the math and see if the return is higher letting them build the sign and pay you rent, as opposed to building it yourself and having to recoup that investment 6) Pick a direction and go. If you end up building it yourself, you'll need to figure out exactly what to build, find the best contractor, and learn how to rent the ad space. If you let a billboard company build it, you don't need to know any of those items.