06/04/2022
My horse won't sell:
So you are advertising your beloved Flicka for sale and despite your best efforts your horse isn't selling and you have no idea why.
As someone who's sold over 1000’s horses for clients, here's my best suggestions and input:
1. Pics, pics, pics: If you don't have good photos you have nothing. Photos are even more important then a video. They are your one and only chance to make a first impression. And "window dressing" is everything, be sure your horse is clean and clipped, put a nice halter on it (doesn't have to be silver, but something that fits well and is in good condition). Photograph the horse squared up and in a nice background. I don't know how many times I've seen horses in photos look long backed, toed out, short necked, when in reality it was just a bad photo.
2. Condition: Buyers don't like skinny horses, plain and simple! Get your horse in the very best condition possible. Good weight, shiney coat, alert eye. A skinny, dull coated, wormy horse will not get the attention you want.
3. Video: Oddly enough videos are the least important, don't get me wrong, they matter. But I've sold hundreds of horses off photos alone too. Try to video the horse doing what you are marketing the horse for...so get video of a rope horse, roping, a barrel horse, running barrels, a kids horse, with a kid on it, etc.
So now you've got your photos and video done. What's next:
Marketing, marketing, marketing. My database is 100k plus, I post/share every album I make for a sales horse an average of 250 times, that's not including personal shares, responses and emails. Volume is your friend, the more you get your horse out there, the more chance of finding it's perfect home.
Know your product, yeah, it sounds silly, but know what you are advertising to sell. If you are not sure how old the horse is, ask a vet, if you don't know how tall it is, measure it. If you have not looked for it's registration papers in 10 years, find them before you advertise it as registered.
Still won't sell? It happens to everyone, step back and look at the horse as an outsider. The hardest horse to sell is one with no specifc direction. A 4yr old that is broke, as in won't buck you off, rides "okay" in the round pen, but hasn't been out of it, is showing no specific talent in any one direction, is going to be 100% harder to sell then a horse who is started on barrels or cattle and showing talent. Look for your horses hidden strengths, is it quiet on the trails, drag logs, go over tarps, it is a natural rope horse, hunter, etc. Target that horse to that community of buyers.
Still won't sell? Next thing to rule out is mental and physical. How is the horse to deal with? Will it "pass" a pre purchase exam? Does it crib or weave? Does it have a histroy of allergies? Colic? Does it have poor ground manners? Nothing like pulling up to see a horse and seeing it tied up pawing a hole to china with sweat running down it's chest. Does it need bar shoes to stay sound? Injections? Answering Yes to any of the above, doesn't mean your horse won't sell, but you are going to have to be very competitive in how you price it and be upfront with your buyer! If the horse cribs, don't wait until they drive 8 hours to see it, to tell them. Tell them before they set up an appointment. If it's the right horse, and the ideal match, they will come buy it anyway.
Still won't sell? Price, price, price.
I do not make the market I SELL TO IT! I may think your horse is worth twice what you are wanting for it, but that doesn't matter, what matters is what the public market will pay for your horse. With the incredible social media access we have, comparing and shopping for horses is almost too easy. Want a 4yr old AQHA grey gelding, type that in your search bar and you'll find thousands, literally! If you have a sound, safe, horse, that presents well, and you can't sell it, it's all about marketing and price. If you are actively marketing the horse. And that means advertising it and returning buyers calls, emails, texts in a reasonable amount of time, and you are still getting no offers, it's the price, there are no two ways about it. I put my blood, sweat and tears into marketing my clients horses, the hours I spend are nothing short of unreal, when it comes to returning calls, emails and texts. (just ask my family), lol. It's a numbers game, the more times your horse is advertised the higher percentage of buyers you'll get.
Want to know what I make monthly off a horse on consignment? $80 profit! Yep, you read that right, if you send a horse here on consignment, I walk with $80 profit at the end of a month, until that horse sells. If you are trying to break that down in your head, here goes (I have no secrets, lol) I charge $500 a month for consignment board, Now let's look at expenses, so here ya go: minus: hay, ($10 bale) grain ($25 bag), pellets ($16 bag) and mineral licks, minus shavings ($7 bag) salt blocks, fly sheets, fly masks (washing and repair on them). Minus, my ranch hand's costs, who cleans, waters and feeds once a day (I feed the other two times) minus my assistants salaries, who bathe, clip, exercise your horse, not only for pics and videos but for every single buyer that comes. And all the grooming supplies thats involved, shampoo, conditioner, hoof polish, etc., etc. Wait I am not done, minus the cost for electricity (heated waters, lights, etc.) and water (no I am not on a well), manure removal, fly predators, etc. And don't forget ranch insurance, tractor maintence for dragging the arena, and broken fence repairs…...and last but not least, paid advertising (dreamhorse, ranchworld, whoazone, etc.). Yep, trust me there are alot easier ways to profit $80 a month, lol, but I do it because I love it. I am beyond motivated to sell your horse, but I don't control buyers or the market.
Everone wants a deal or bargain, and if your horse is priced high enough that they won't even make an offer, then you priced the horse outside of what the market suggests and is willing to pay. You and I might think and believe it's worth more, but we don't make that margin, we don't control that demand, BUYERS do. And they dictate the market. So take a solid look at your price point, ask others opinions and reduce your advertised price, look at offers, consider the home it will get, the match. I've given away my own horses(yes, for free) horses to homes that I just knew would do right by the horse, when marketing the hose wasn't sucessful. I am not known for taking low offers on client horses, but I present every single one to my client/seller, and let them decide.
This isn't a business for those in it only for money, the amount of time, energy and work involved is unreal, but a year later when that buyer sends you a Christmas card with a picture of them and the horse they bought from you, it makes it all worth while.
