Before a building ever goes up or someone lays the first brick for a new complex, there are a thousand pieces of information that need to be shared, communicated and offered. Sometimes, much of that information has to reach people that you can't reach otherwise.
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Another factor is the specific size of the property signage. Most areas have code that governs the maximum allowable size and also a maximum height. If you don’t already know those specific codes, you need to research the topic. Most residential covenants specify this information, but for commercial property, the zoning ordinances may contain the information, or you might also extract the information through your official county government website. You want the largest sign allowable to maximize visibility. When marketing your property, you certainly don’t want to go to the expense and creative effort, only to receive a warning from the local zoning board demanding the sign’s removal.