A dozen years after getting in the billboard business, and almost half a year after starting her own company, Elizabeth Farha and her Midwest Billboards have finally achieved "what I was always moving towards."
Farha started her company in March, and as of this month, all of her clients are now part of her company.
"I had a little bit of a waiting period," she says.
Farha says it's a big moment for her and her business.
"I did not have all billboards under my control until July 1."
She has 55 digital billboards across Kansas and Oklahoma, including 15 in the Wichita market.
"My board owners followed me," Farha says. "I'm pretty much like a management company that is exclusive to those boards."
She says she believes her clients followed her because of her sales philosophy, which is to stay local.
"We have a Midwest mentality, I think," Farha says. "I still think that people like a live rep. I'm kind of known as the billboard girl."
She says she's able to have an immediate response to customers and to market conditions and also partner with local nonprofits. For instance, Farha says she's working with the Wichita Regional Chamber of Commerce on its #ILoveWichita campaign.
Farha says her billboards feature new ads every day, including multiple new ones from the same clients. She says she thinks that's what distinguishes her company from competitors who might like customers to sign contracts for longer periods.
"It's just the way it's moving," she says of the business. "I've made it as flexible as possible."