When selling a horse, your advert is the first impression potential buyers will get, and a well-crafted listing can mean the difference between a quick sale and months of unanswered messages. To ensure your advert stands out and reaches the right audience, you need to provide clear, relevant, and honest information in a way that captivates and informs potential buyers.
1. Crafting an Attention-Grabbing Title
Your advert title is the first thing a buyer sees - it needs to be engaging, informative, and specific. Too often, sellers use vague or generic titles like “6-Year-Old Gelding for Sale” or “Great All-Rounder”, which do little to entice a buyer to click on the listing. Instead, highlight key details that make your horse unique.
For example:
- Generic Title: “6yo 16hh Gelding, Good in All Disciplines”
- Improved Title: “16hh 6yo Selle Français Gelding - Established in Showjumping & Eventing”
A strong title includes:
- Breed (if relevant to the sale)
- Age & Height (important for buyer searches)
- Discipline or Key Strengths (to attract the right audience)
If your horse has a particularly notable pedigree or achievements, mention them too.
2. Covering All the Essential Details
A vague listing will generate a flood of unnecessary questions, wasting time for both you and potential buyers. Ensure your advert includes all the fundamental details a buyer needs:
Basic Information
- Age: Clearly state the horse’s age
- Height: Always list height in hands (hh) to avoid confusion
- Breed: Specify the breed, especially if it is a sought-after type
- Gender: Indicate if the horse is a mare, gelding, or stallion
- Colour & Markings: A brief description of colour and any unique markings helps buyers identify the horse
- Location: Include your location so buyers know if travel is feasible
Additional Key Details
- Training Level: Outline what the horse has been trained for, whether it’s dressage, showjumping, eventing, or hacking
- Competition Experience: If the horse has competed, mention achievements, recent results, or potential for progression
- Temperament & Suitability: Buyers want to know what type of rider the horse suits. Is it ideal for a confident amateur, a competition home, or a novice rider?
- Vices or Quirks: Be upfront about any stable or ridden quirks. Buyers appreciate honesty, and it ensures the right match
- Health & Soundness: If the horse has had recent vet checks or any health concerns, include this information
A buyer should be able to read your advert and immediately know whether your horse is a potential match for them.
3. Writing an Effective Description
Your description should be clear, factual, and structured to highlight the best aspects of your horse while managing buyer expectations. Avoid overly emotional statements like:
"This horse means the world to me, and I only want the best home."
Instead, focus on objective information that helps buyers assess the horse:
“Straightforward ride with three balanced paces, established lateral work, and a bold jump. Competed at Novice dressage and 1m eventing, with scope to progress further.”
Key Points to Include in Your Description:
- Breeding & Bloodlines (if relevant)
- Competition or Training History
- Temperament - both in and out of the stable
- Suitability for different levels of riders
- Hacking, traffic exposure, and loading behaviour
- Any quirks or considerations
Make it easy to read - use short paragraphs and bullet points if necessary.
4. Pricing: Be Clear and Realistic
One of the most frustrating aspects for buyers is encountering a "POA" (Price on Application) listing. While some sellers prefer to keep their options open, not stating a price can discourage serious enquiries.
Instead:
- Set a realistic price based on market comparisons
- If open to negotiation, mention: “£7,500 ONO (Or Nearest Offer)”
- Highlight any extras included, such as tack, rugs, or equipment
If unsure about pricing, consult a professional trainer, breeder, or someone experienced in the current market.
5. Using High-Quality Photos to Attract Buyers
A well-photographed advert will always generate more interest than a poorly presented one. Avoid blurry, dark, or distant photos, and instead aim for clear, well-lit images that showcase your horse’s features.
Essential Photos to Include:
- Headshot: A close-up of the horse’s face to show expression
- Side Profile (Conformation Shot): Taken from a slight distance to accurately display the horse’s build
- Under Saddle: Images of the horse being ridden in walk, trot, and canter
- Jumping (if relevant): If selling a jumper or eventer, show them clearing a fence
- Additional Shots: Photos of the horse standing square, tacked up, and being handled
Photo Tips:
- Ensure your horse is well-groomed and presented neatly
- Take pictures in good natural light for the best clarity
- Avoid cluttered backgrounds - choose a simple setting where the horse is the main focus
6. Including a Video for Maximum Impact
A video can make all the difference when selling a horse, especially if buyers are traveling a long distance to view them. It provides insight into the horse’s movement, behaviour, and general way of going.
What to Include in a Video:
- Walk, trot, and canter transitions in both directions
- Jumping (if applicable): Show a variety of fences, gridwork, or a course
- Ground Manners: Footage of the horse being handled, loaded into a trailer, or tacked up
Keep videos concise (2–3 minutes max) and well-edited to avoid unnecessary delays or long pauses. If possible, have someone film from a good angle using a steady hand or tripod.
7. Be Honest and Transparent
Buyers appreciate honesty, and failing to disclose quirks or issues can lead to wasted time or potential returns. If your horse has minor vices (e.g., needs a confident rider, requires sedation for shoeing), it’s better to be upfront.
Being transparent builds trust and helps you find the right match for your horse, ensuring a smoother, more successful sale.
In Conclusion
A well-written advert should answer all the key questions a serious buyer might have before they even pick up the phone. By crafting a detailed, clear, and honest listing, using high-quality images, and providing a well-shot video, you can significantly increase the chances of a quick and successful sale.
Take the time to create a compelling advert, and you’ll find that the right buyer will come along much faster - one who appreciates and values the qualities of the horse you are offering.
Ready to use these tips to find the best possible home for your horse? Place an ad on Horsemart today >
