Selling horses is not as simple as slapping a price on an animal and posting a photo online. It is a trade, a craft, and for a few, a life. Whether you’re selling a well-loved pasture pet, or promoting a champion bloodline, getting your horse into the right hands—and according to your price expectations—requires strategy, organization, and a generous helping of common sense.
In this story, we will help you break down the art of selling horses with no-nonsense tactics every horseman needs to know, now. If you’re interested in making a sale, inches to the nearest 75, put on your big boy pants — we’re talking business here.
Know Your Horse Inside Out
He’s not the only one who loathes listening to stall-bound horses pull and chew, and then go stir-crazy when they can’t even play in the spring mud. These and so many other factors make people more than offer half what they expect to spend just to make them just STOP IT ALL. Before listing your horse for sale, it’s always a good idea to honestly, critically assess what objectively you have to offer. This isn’t simply about age, height and color. Instead, it’s about truthfully assessing your horse’s strengths, weaknesses and potential.
Questions:
- What has the horse been trained to do?
- Would he be good for a beginner or would he require a more experienced hand?
- Any health issues? Maintenance needs?
- What is his background and show record?
Get Your Horse Sale-Read
Here, if you’re not honest with yourself, you’re trouble. Buyers do not like surprises — same as you do not when a horse comes back or your reputation is dinged. It’s all about transparency in this business.
First impressions matter — and especially when money is on the line. But just as you wouldn’t sell a mud-covered truck, don’t expect top dollar for a scruffy, underfed horse. Make the effort to ready your horse for sale.
- Groom him well. A good turnout, meaning a clean shiny coat, a tidy mane, and clean, picked hooves, goes a long way.
- Get him fit. If he has just been standing out in a paddock, a light training program should begin. Purchasers are looking for a horse that moves well and reacts.
- Fix minor issues. Tack up the loud bridle, slather the rain-rot, correct any behavioral quirks you can.
Have up-to-date records. Doses Shots, deworming, Coggins test — stay on top of it all, because they’re going to want the documentation of a well-maintained horse ready to show.
Selling horses is not a ruse but you are making a pitch. Put your best hoof forward.
Take High-Quality Photos and Video
Let’s be honest — buyers are first drawn to what they see. If you don’t have really good photos and a simple, honest video, you’re already behind the eight ball
Photos should be:
- crisp, well lit and shot from all different angles
- On the level and with the horse clean and standing square
- Less than no distraction in the background
- Videos are even stronger. Here are the elements a strong sale video should display:
- Horse to be walked, trotted, and cantered each way.
- Transitions, halts and rein back to walk and walk to rein back.
- Under saddle (if applicable)
- Pick up, hobble, stand for farrier—whatever you are needed to do.
You’re not shooting a Hollywood movie here, but reasonable quality and footage that doesn’t make you squint to make it out do matter. No one is eager to take a stab at what the horse looks like in action.
Write a Straightforward, Honest A
This is what separates the pros from the pretenders. Your ad needs to be straightforward, specific and no BS. Buyers like clarity more than clever fluff.
Include:
- Horse, name, age, breed, height, colour
- Training (amount of training) Discipline (trail riding, jumping, barrel racing etc.)
- Temperament and ideal rider
- Maintenance requirements or health comments
- Price and location
Price It Right
You might think your horse is worth $15,000, but the market might say otherwise. Pricing is one of the biggest hang-ups in selling horses. If you overprice, you’ll sit on that horse forever. Undervalue it, and you leave money on the table.
Do your research:
- Compare similar horses on reputable sale sites
- Factor in age, training, show history, pedigree
- Consider the current demand in your region
You can always leave a little room for negotiation, but don’t start too far off the mark. Price your horse competitively if you want a fast and fair sale.
Know Where to List
Your horse is all cleaned up, your ad is bright and shiny, and your photos are crisp. Now what? The platform you choose is everything.
- Here are some of the greatest places to sell horses:
- com – Serious buyers should use this site
- Groups on facebook – geographical or discipline
- Nearby equine classifieds or even tack/feed store
- Barn clinics, shows etc..
They have their pros and cons, so don’t stick to just one. Tell your friends and keep your phone on — real buyers don’t dally.
Screen Buyers Like a Pro
Not every purchaser is the right match. As the seller, it is your responsibility to ask the right questions and guard your horse and your honor
Ask potential buyers:
- What type of riding do you do?
- How experienced are you?
- What do you want in a horse?
- Don’t be afraid to say no. Walk away, if the buyer isn’t a fit for the horse. A fast sale isn’t worth the wrong fit or bad outcome.
Also, have a deposit if you’re retaining the horse. No tire-kickers, no pity parties. This is business.
Offer a Trial or Vet Check Option (if you’re comfortable)
Some buyers will require a pre-purchase exam. Others may seek a brief trial. These are not unreasonable requests, especially for more sophisticated horses.
Vet checks should be:
- Performed by a licensed, neutral veterinarian
- At the buyer’s expense
- Planned fast so as not to make challenges difficult
When it comes to trials, only provide one if you trust the buyer and are committed to a specific contract. The horse should be insured on trial and liability releases signed. Use your head and protect yourself in the eyes of the law
Close the Deal Professionally
When it comes time to close, don’t let your guard down. Get everything in writing. This includes:
- A bill of sale that has “as is” sale of the horse
- Anything I need to disclose or watch out for?
- The agreed purchase price
- Signatures from both parties
Take secure payment forms: certified checks, bank wire, or cash. Don’t take a personal check and never let a horse leave without being paid in full.
After it’s been completed, wish the buyer well, and provide them with your contact information. One good sale makes your reputation for the next.
Final Thoughts: It’s About the Right Match
Ultimately, the business of selling horses isn’t just about making money — it’s about finding the best possible match between horse and person. We are not just selling them a horse, but a name and ethics that carry on with them long after they have left our barn.
Do it well and take your time and respect the process. Assuming you take care to do your sale honestly and with integrity, your horse goes on to his next chapter just fine — and you add to your good name in the horse world.
Because in the horse world, reputation is priceless.
Horses for sale, livery and training in Sussex
