Member Spotlight: Rue Outdoor Advertising

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For Brennan Billeaud, Owner of Rue Outdoor Advertising, entrepreneurship didn’t begin with a business plan—it started with a lawn mower, a strong work ethic, and a willingness to take risks. Today, as the founder of Rue Outdoor and a successful commercial realtor, Brennan continues to carve his own path—blending grit, strategic investment, and long-term thinking in the out-of-home industry.

A Hustler from the Start

As a student who struggled in school, Brennan found his confidence in hard work. Early summer jobs on a family farm and in his grandfather’s construction business taught him discipline. By his senior year of high school, he bought his first lawn care company from his brother for $3,800—what he now calls the best investment of his life.

While balancing college classes from 8 to 11 a.m., Brennan would mow lawns from late morning into the afternoon and hit the books at night. By graduation, he was cutting 60 yards a week solo.

“I didn’t go to frat parties,” he says. “I was working.”

Real Estate Roots and Risk

Brennan’s first exposure to real estate came early in college, when he tried to partner with his father on a rental property. His dad passed, but longtime family friend Scotty Gordon stepped in and offered to go in halves—on ten low-income homes.

Brennan put up his $33,000 life savings and financed the rest.

What followed wasn’t easy. From questionable tenants to dangerous encounters, the rental property game was a hands-on crash course in risk management. But the outcome was well worth it: each house eventually sold for a six-figure profit.

The Parking Lot Pivot

In 2005, Brennan ventured into student parking. Using an escrow model to presell spots, he covered closing costs and secured his first lot near a Louisiana university campus. When a developer later offered him five times what he paid, Brennan knew he was onto something.

He went on to acquire two more lots, forming the foundation of what would later fuel his entry into billboards.

Becoming a Landman—and Learning the Game

In 2007, Brennan sold his lawn business and became a landman, handling title research and curative work in the oil industry. Unbeknownst to him at the time, these skills—abstracting, subordinations, and negotiating with landowners—would later prove critical in building out-of-home structures.

“The overlap between curing title for wells and permitting billboards is closer than most people think,” he says.

Entering the Billboard Business

Inspired again by Scotty Gordon—who was racing to permit signs ahead of a municipal moratorium—Brennan decided to make the leap into OOH. Banks weren’t keen on financing billboards at the time, so he leveraged equity in his parking lots and secured a line of credit.

His first billboards were built with quality in mind: larger structures, better foundations, and long-term durability. It was a strategic move, designed for a future exit or refinance.

Smart Financing, Faster Payoff

Once Rue Outdoor demonstrated consistent cash flow, Brennan secured a 10-year loan. By using bonus depreciation to write off billboard costs in the first year, he was able to redirect tax savings toward principal payments and pay down debt faster.

Today, Brennan owns or holds easements on 9 of his 15 billboard locations. It’s a calculated move to build long-term value—and reduce the vulnerability that comes with leased land.

“Ownership means control,” he said. “It’s also a better story for buyers if I ever want to exit.”

Rue Outdoor: A Complement, Not a Full-Time Gig

Though Rue Outdoor is a growing business, Brennan runs it as a one-person operation alongside his full-time career in commercial real estate. He named the company with his wife—“Rue” means “road” in French—a nod to the industry he’s slowly, steadily growing into.

He’s not chasing aggressive expansion but remains open to low-barrier opportunities, particularly in unincorporated areas.

Words of Wisdom

Reflecting on his journey, Brennan says he wouldn’t change much—except maybe to “enjoy life a little more” along the way. His advice to aspiring entrepreneurs? Listen broadly and trust your instincts.

“There’s no one-size-fits-all in this business,” he said. “You’ve got to look at what works for you.”

He appreciates the IBO community for that very reason—access to diverse strategies, stories, and people who think differently.