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5 Tips For Marketing Your Sale Horse

June 08, 2023
5 Tips For Marketing Your Sale Horse

Photo courtesy of Summervale Premier Dressage

We all know…

Selling horses can be a daunting task. Regardless of whether you're a seasoned professional representing clients or an amateur trying to sell your own horse, the market can be fickle and unpredictable. You might think you've found a potential buyer who even takes the horse for a ride, only to be disappointed when they decide it's not quite what they're looking for. Although there's no magic formula to guarantee success in selling your horse(s), there are a few tactics you can use to improve your chances. As the manager of Equivont's Sale Horse Program, I come across countless ads and do my best to streamline the listings. Here are a handful of tips I recommend to make your ads work harder for you.

Photo courtesy of Excell Equestrian:


1. Pick a price range

One of the most frequent mistakes I observe is failing to specify a price range for potential buyers. This not only gives them a rough idea of what to expect but also saves you the hassle of dealing with countless price-related inquiries that may not be in their budget. This approach is a win-win situation for both parties, saving them both time and energy. Listing "Inquire for price" on every listing can be frustrating for shoppers. However, I understand that prices can vary based on factors like training and experience, and you may not be comfortable with a fixed price. But by specifying a range (for example, $40,000-$60,000), you can provide a lot of help to everyone involved.

Photo courtesy of Twisted Tree Farm:


2. Use quality pictures

Another mistake that I often notice is using low-quality or unflattering photos. Your photos should immediately grab the buyer's attention and create a positive impression. Ideally, you should use professional pictures from horse shows or sessions that showcase your horse's best qualities such as movement, jump, and personality. Professional photographers can capture the perfect moments that highlight your horse's strengths. However, if this is not possible, you should aim to take clear pictures with good lighting that showcase your horse's talent and conformation. Focus on capturing movements or stances that make your horse look its best. High-quality photos can make a huge difference in attracting potential buyers and increasing the likelihood of a successful sale.

Photo courtesy of Davina Eventing:


3. Videos don’t need to be perfect

Including a video in your ad can be a great way to supplement your photos and provide potential buyers with a better idea of how your horse moves and behaves. Whether it's footage from a show or a training session at home, seeing your horse in action can be very helpful for buyers. However, it's important to remember that a perfect video doesn't always show the whole picture. When shopping for amateur or junior riders, buyers may actually prefer to see some mistakes in the video. This can give them a better idea of how the horse responds to a less-than-perfect ride and how it might handle challenges in the future. So don't be afraid to include some footage that shows your horse making mistakes or reacting to rider errors. This can actually make your ad more appealing to certain buyers.

Photo courtesy of Pennyless Farm:


4. Streamline your description

When writing your ad for your horse, it's important to strike a balance between providing enough information and overwhelming potential buyers with too much detail. While it's important to include key facts like age, breed, height, and price range, you don't need to write an entire novel about your horse's history and accomplishments. Instead, focus on highlighting the qualities that define your horse, such as their temperament, honesty, and bravery. Training and competition experience can also be important selling points, so be sure to mention any relevant accomplishments or skills. Additionally, it's important to be transparent about any medical issues or past injuries your horse has experienced. Not mentioning these things can delay the sale and potentially harm your horse's reputation in the long run. By including this information upfront, you can ensure that potential buyers have all the information they need to make an informed decision about whether or not your horse is the right fit for them.

Photo courtesy of Neil Jones Equestrian:


5. Use reliable social media and marketing platforms#

In order to reach as many potential buyers as possible, it's important to utilize various advertising platforms. While social media can be a great tool, there are rules and limitations that must be followed. This is where horse-specific selling platforms come in handy. When choosing a platform, it's important to consider factors such as affordability, ease of use, and benefits. Most platforms charge a fee per horse, so it's important to keep your ads up-to-date and remove them once the horse is sold. Failure to do so can cause frustration for both buyers and sellers. However, there is only one platform that offers unlimited listings for one monthly fee. This program also helps keep your listings current, allowing you to focus on riding and training.

Photo courtesy of Stone Creek Dressage:


To learn more about our Sale Horse Program and the many benefits it offers, be sure to contact Equivont.