By Sarah Mellings, EC Licensed Competition Coach

Buying or selling a horse is a multifaceted process that goes far beyond simply posting an advertisement. From capturing the ideal photos to finalizing the sale contract, each step requires thorough attention and thoughtful planning. In this article, we’ll cover essential aspects of horse sales, offering valuable tips and insights to help both buyers and sellers achieve a smooth and successful transaction.

Photography

The saying You only get one chance to make a good first impression certainly holds true when selling a horse. Presenting it in the best possible light is essential to attract serious buyers. Capturing high-quality photographs can make a big difference in generating interest and conveying the horse’s true value.

Ensure the horse is well-groomed, positioned correctly, and photographed in optimal lighting. Hiring a professional photographer can enhance the quality of the visuals, making them more appealing to potential buyers. Focus on images that highlight the horse’s conformation, movement, character, and athletic abilities to showcase its potential and captivate prospective buyers.

For a successful trial, present the horse in top condition: groomed, with clean tack, and a tidy area. Provide a safe arena, have riders sign a liability waiver, and assess their skill level to ensure a good match. Allow ample time for ground and saddle interactions. Photo: Alamy/Juniors Bildarchiv GmbH

Video

Alongside high-quality photos, videos play a crucial role in giving prospective buyers a clearer view of a horse’s movement, temperament, and abilities. In today’s market, having a video available is often expected before a buyer decides to see the horse in person. Few things are more frustrating for buyers than watching a poorly filmed video where the horse is barely visible at the far end of the arena. Capture clear, steady footage that showcases the horse under saddle — demonstrating walk, trot, and canter in both directions, and jumping if applicable — or at liberty, to give buyers a comprehensive sense of the horse’s abilities. Smoothly zoom in as the horse moves away and zoom out as it comes closer. Upload the final video to YouTube or Vimeo for easy sharing with potential buyers.

Related: Understanding Legal Liability for Accidents Involving Horses

What to Include in the Horse Sale Listing Ad

Craft a detailed and informative listing that accurately represents the horse. Include essential details such as age, breed, height, colour, training level, temperament, health history, and any notable achievements or experiences. Be transparent about any limitations or issues the horse may have. The more information you can provide potential buyers, the better.

Horse Sale Ad Checklist

Text Description Information

The text listing should include the following:

• Horse’s registered or show name;
• Horse’s stable name;
• A clear and attention-grabbing title;
• Basic information, including breed, age or year foaled, height, gender;
• A description of the horse’s training background, training level, experience, and the disciplines it has been trained in;
• A description of the horse’s temperament, rider level suitability, and any notable achievements or abilities;
• Details of the horse’s lineage, including dam and sire;
• Relevant health information, if current x-rays are available, and if horse is up-to-date on vaccinations, deworming, dental care, etc.;
• The horse’s personality traits;
• The reason for selling the horse;
• Price and any specific terms or conditions of the sale;
• The seller’s or trainer’s contact information and preferred method of contact;
• Horse’s current location and whether shipping arrangements are available;
• Any additional considerations, such as the horse’s preferences, quirks, or notable experiences that may be of interest to potential buyers.

Photos and Video

Photos and video should show the following:

• High quality conformation photos (both sides of horse if possible);
• Competition/show photos;
• Head and neck closeup;
• A photo of the horse’s registration certificate(s);
• High quality video – either upload directly or provided via a YouTube or Vimeo link to sales video(s).

Related: Understanding Contracts in the Horse Industry

Posting the Sale Horse on Social Media and Websites

Utilize social media platforms and specialized horse sale websites to reach a broader audience. Actively participate in online forums, equestrian groups, and communities where potential buyers congregate. Share an engaging horse sale ad, including photos, videos, and a written description. When posting within private groups such as on Facebook, be aware that most do not allow you to post sale prices. Be sure to always review the posting rules for each group.

A little trick some use to get around this is to take a photo of the sale price on a calculator or add the sale price to one of the photos. This way the bots will not detect it and you won’t get hundreds of messages asking for the price of the horse.

Remember to interact with potential buyers’ inquiries both by private messages and in the comments section of the posts to answer questions and provide additional information.

In-Person Trials

When someone comes to try out the horse, several factors should be considered to ensure a smooth and successful experience for both parties. Present the horse in the best possible condition and ensure the horse is well-groomed, tack is clean and well-fitted, and the tacking-up area is tidy. It’s crucial to provide a safe and suitable environment for the trial ride, including a properly maintained arena or riding space.

Be sure to have anyone who will be riding fill out a release of liability waiver when they arrive to try the horse. Assess the rider’s skill level and determine if they are a good match for the horse’s temperament and training level. Discuss with the rider their specific goals or requirements to ensure they align with the horse’s abilities and suitability. Transparency is key — provide honest information about the horse’s history, health, and any quirks or behaviours the rider should be aware of. Allow the rider sufficient time to interact with the horse both on the ground and under saddle, observing how they handle and connect with the horse. Remember that safety (and sanity) for both the horse and rider is paramount. If at any time you can clearly see that it will not be a good fit, have the rider dismount.

During the pre-purchase exam, the veterinarian will perform a thorough lameness evaluation to assess the horse’s gait and soundness. This may include observing different gaits on varied surfaces, using flexion tests (shown), hoof testers, and palpating joints and soft tissues to detect any signs of discomfort or lameness. Photo: Alamy-Agencja Fotograficzna Caro

Off-Property Trials

Common contract agreements between a seller and a purchaser who wants to take the horse to their own property for an extended trial typically include terms regarding the trial period, responsibilities of both parties, insurance coverage, and payment arrangements. The pros of such an arrangement include giving the purchaser ample time to evaluate the horse in their own environment, potentially leading to a more informed decision. It also allows the horse to acclimate to its new surroundings before finalizing the sale. However, there are cons to consider, such as the risk of injury or illness during the trial period. To avoid disputes over responsibility and liability, set clear terms regarding who bears the cost of any necessary associated fees or veterinary bills. While extended trials can be beneficial for both parties, it’s essential to have a well-drafted contract in place to protect the interests of both the seller and the purchaser.

Related: Protecting Your Equine Property from Environmental Disasters

The Pre-Purchase Exam

In most cases, the buyer typically pays for the veterinary pre-purchase exam (PPE) when purchasing a horse. This is because the exam is conducted for the buyer’s benefit to assess the horse’s health and soundness before making the purchase. However, in some situations, sellers may offer to cover the cost of the PPE as an incentive to potential buyers. Ensuring the horse is up-to-date on vaccinations, dental care, and routine health maintenance prior to listing him for sale will help with a smoother PPE.

When conducting a PPE, the buyer should expect a thorough evaluation of the horse’s health, soundness, and suitability for their intended use. Here’s what they can expect during the process:

Initial assessment: The veterinarian will start by reviewing the horse’s medical history, including past injuries, illnesses, vaccinations, deworming, and any previous veterinary treatments.

Physical examination: A comprehensive physical examination will be performed by the vet to assess the horse’s overall condition, body condition score, vital signs (temperature, pulse, respiration), eyes, ears, mouth, heart, lungs, gastrointestinal system, skin, and coat.

Soundness evaluation: The veterinarian will conduct a detailed lameness evaluation to assess the horse’s gait and overall soundness. This may include observing the horse at various gaits (walk, trot, canter) on different surfaces, flexion tests, hoof testers, and palpation of joints and soft tissues. Flexion tests involve applying pressure to specific joints or soft tissue structures for a short period, followed by observing the horse’s movement to assess for any signs of discomfort or lameness.

Diagnostic tests: Depending on the horse’s age, intended use, and any specific concerns identified during the exam, the vet may recommend diagnostic tests such as x-rays, ultrasound, endoscopy, bloodwork, or other specialized tests to evaluate specific areas or conditions.

Neurological evaluation: A neurological evaluation may be performed to assess the horse’s coordination, reflexes, and nerve function, especially if there are concerns about neurological issues.

Ophthalmic examination: The vet will examine the horse’s eyes for any abnormalities, signs of injury, or vision problems that may affect the horse’s performance or well-being.

Documentation: The vet will document their findings, including any abnormalities or concerns, and provide a written report outlining the results of the exam.

Discussion with buyer: After completing the exam, the vet will discuss their findings and recommendations with the buyer, addressing any questions or concerns they may have. This allows the buyer to make an informed decision about whether to proceed with the purchase, negotiate terms based on the findings, or seek further evaluation or treatment if needed.

A PPE provides valuable insight into the horse’s health, soundness, and suitability for the buyer’s intended use, helping them make an informed decision and mitigate risks associated with purchasing a horse.

Selling Agent/Trainer Services and Commissions

Horse buyers and sellers should be aware of typical commission rates charged by agents or trainers to facilitate the sale.

The industry standard commission fee for a horse sale agent typically ranges from 10 to 15 percent of the final sale price. However, this percentage can vary depending on factors such as the value of the horse, the level of services provided by the agent, and regional market trends. It’s essential for both buyers and sellers to clarify the commission rate with the agent and sign a contract before engaging their services to avoid misunderstandings or unexpected costs.

A horse sales agent or trainer provides a range of services to facilitate the sale of a horse. Some common responsibilities and services include:

Market analysis: Assessing market trends, demand, and comparable sales to determine the appropriate pricing strategy for the horse.

Advertising and promotion: Creating marketing materials such as advertisements, online listings, and promotional videos to showcase the horse to potential buyers.

Networking: Leveraging their industry connections and networks to reach a broader audience of potential buyers, including other agents, trainers, and equestrian professionals.

Screening: “Vetting” prospective buyers, ensuring they are qualified and serious about purchasing a horse, thus saving the seller time and effort.

Negotiation: Negotiating on behalf of the seller to achieve the best possible sale price and terms while representing the seller’s interests.

Facilitating transactions: Handling paperwork, contracts, and financial transactions involved in the sale process, ensuring a smooth and legally compliant transaction.

Expertise: Offering expertise and guidance throughout the sales process, including advice on presentation, pricing, and market conditions.

Post-sale support: Providing post-sale support, including assisting with transportation arrangements, coordinating vet checks, and addressing any issues that may arise after the sale.

Overall, a horse selling agent acts as a knowledgeable intermediary, streamlining the sales process, maximizing exposure, and ultimately helping sellers achieve a successful and hassle-free transaction.

Finalize the transaction with a written contract. Gone are the days of sealing the deal with a simple handshake. Photo: iStock/JasonDoly

Buying Agent/Trainer Services and Commissions

A horse buying agent/trainer typically earns a commission ranging from 3 to 10 percent of the purchase price, although this can vary depending on factors such as the agent’s level of expertise, the complexity of the search, and the value of the horse.

Here’s what a horse buying agent does for their clients:

Needs assessment: Working closely with buyers to understand their specific requirements, including discipline, skill level, budget, and preferences.

Market research: Conducting extensive market research to identify horses that meet the buyer’s criteria, considering factors such as age, breed, training, and suitability for the intended discipline.

Locating horses: Using their industry connections, network, and expertise to locate potential horses, including those listed for sale privately, through auctions, or at equestrian events.

Evaluation and selection: Assessing potential horses for factors such as conformation, temperament, soundness, and suitability for the buyer’s intended use.

Negotiation: Negotiating with sellers or their representatives to secure the best possible purchase price and terms, leveraging their knowledge of market values and negotiation skills.

Vetting and inspections: Coordinating PPE’s and other inspections to ensure the horse meets the buyer’s standards of health and soundness.

Documentation and contracts: Assisting with paperwork, contracts, and legal documentation related to the purchase, ensuring a smooth and legally compliant transaction.

Post-purchase support: Providing ongoing support and guidance to the buyer after the purchase, assisting with transportation arrangements, transitioning the horse to its new home, and addressing any concerns or issues that may arise.

A horse buying agent acts as a knowledgeable advocate and advisor, guiding buyers through the purchasing process, minimizing risks, and helping them find the right horse to meet their needs and goals.

Horse Sale Contracts

Finalize the sale transaction with a legally binding contract outlining the terms and conditions of the sale. Include details such as purchase price, payment terms, delivery arrangements, and any additional information that has been agreed upon. Consult with a legal professional to ensure the contract meets legal requirements and protects both parties' interests.

Buying or selling a horse is a significant process that requires thoughtful planning, clear communication, and attention to detail. Following these tips and guidelines will benefit both buyers and sellers. Sellers can attract the right buyer and facilitate a smooth transaction, while buyers gain valuable insights to help them make informed decisions and find a horse that suits their needs. Ultimately, these efforts ensure the horse finds a suitable, caring home.

Related: Buying a Horse?

Related: The Importance of Waivers of Liability in the Horse Industry: Ensuring Legal Validity

More by Sarah Mellings

Main photo: Clix Photography