12 Tips for Selling a Horse

3. Get an Equally Great Video

A photo can initially capture a potential buyer’s attention, but a video can show off the horse’s gaits and training and frequently seal the deal for requesting an in-person visit.

Just don’t make the videos too long, or you risk losing the viewer’s attention. “A video should be two or three minutes long, max—long enough to show the horse’s walk, trot, and canter,” Williams says. “Four minutes, maybe, if the horse does upper level movements.”

While Williams is specifically talking about dressage horses, her advice applies to other disciplines as well. If your horse is an excellent trail horse, show footage of him being ridden through a gate or expertly negotiating obstacles, such as logs or a water crossing. Selling a reiner? Show an example of his best slide, lead change, and spin.

To create videos, Williams purchased a high-definition (HD) camera and tripod and has her professional photographer or assistant film the horse. As with photographs, her sales horses are always braided and looking their best for the video.

Many of today’s DSLR cameras can also can film in HD. Williams purchased and learned to use professional video editing software, so her videos include music and text as well.

4. Write a Concise and Accurate Description of the Horse

A great photo is the first thing that will catch a potential buyer’s attention, Williams says, and the video takes the interest a step further. But follow that imagery with an honest (yet short) written assessment of the horse’s breeding, personality, training, show record (if any), and potential. Also make sure you have the details correct, including his year of birth, height, and, when applicable, registration information.

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