Billboard Land- Sell or Hold?

[Natalie Kraft]

I am in the process of acquiring a piece of land in Chicago (proper) and became aware that I might be able to build a billboard on it. I did some more digging and contacted several billboard companies who told me that the zoning was right and a billboard could be built there. It's off the Chicago Skyway so not bad for a shot in the dark land purchase. Here's the kicker-- I'm not really looking to get into the billboard industry and would like some upfront cash to purchase a multifamily unit instead. Does anyone have any input/is that a bad idea?