THE MOST COMMON HORSE SALE AD MISTAKES (& How to Fix Them)
- Kylie Bowen
- Jul 22
- 3 min read
Let’s talk about horse sale ads.
We see the discussion in the Facebook groups all the time:
"I don't like when they have yearlings turning in the roundpen."
"You don't need to stand on your horse for the video - it proves nothing."
"I'm sure your horse is nice but with pictures like this you are not going to sell for 100k.."
Truth is, you will never please everyone. BUT — there's a reason a select few horse sale companies dominate, and it's because they take the time to work out details in the presentation.
Whether you’re a weekend competitor selling your personal gelding or a pro looking for your next elite futurity prospect, your ad is either helping you close the deal or quietly turning away qualified buyers.
After over a decade of helping people market, sell, and actually move horses, I’ve seen every kind of sale post imaginable — from the beautifully curated to the downright chaotic.
And trust me, the ones that work aren’t just about good photos. They're clear, intentional, and speak directly to the right buyer. Let's dive into specifics:
MISTAKE NO. 1: TOO VAGUE
“10yo gelding, easy keeper, sound, UTD, good home only.”
...and?
Discipline? Height? Vices? Why are you selling? Registered?
A vague ad might feel that it will encourage people to flock to your inbox for more details, but it actually costs you trust - especially on social media groups. (The horse business is a small world.) Buyers are less likely to reach out when they don’t know what they’re looking at. Be detailed, not defensive.
If you're just trying to make a quick, cheap deal, this might not apply to you.
Fix it:
Write your ad like you’re answering someone’s first phone call. Include:
Age, height, breed
Discipline(s)
Green broke and need miles, or ready to pack your city-cousin around?
Notable quirks or maintenance needs
Price, location, clear call to action
MISTAKE N0. 2: POOR MEDIA (OR NONE AT ALL)
If your photos are blurry, taken at the trailer, or look like that horse lives on a pile of junk, you're not going to get near as much for that horse as you think you are. I'm not saying every horse needs a $1000 photo session, but if you want a fair reputation, try to put some real effort in.
Fix it:
Invest in intentional horse media. You don’t always need a pro, but you do need:
Clear conformation shots (both sides, front, back)
Clean movement clips (walk, trot, canter — both ways)
Footage under saddle / performance
A magazine-worthy feature image
MISTAKE NO. 3: MISREPRESENTING THE HORSE'S VALUE
You’ve got a $40K futurity prospect listed like a malnourished donkey. Or, your green-broke project is advertised like he’s safe enough to take your grandma down the trail. This creates confusion, wastes everyone’s time, and keeps your ad from landing with the right buyers.
It's also f***ing dangerous to grossly mispresent a horse. More on that another time.
Fix it:
Market the horse that's in front of you — not the one you wish they were.
Ask:
What kind of rider is this horse actually suitable for?
What goals would he realistically thrive in?
How will someone feel owning this horse?
What quirks does the horse have that might be a dealbreaker for someone?
Remember: the best ads speak to the lifestyle and language of your target buyer.
MISTAKE NO. 4: FORGETTING THE BUYER'S JOURNEY
If you leave your contact info buried, forget to mention where the horse is located, or make it hard to inquire — people move on.
Fix it:
End your ad with a strong CTA:
“Located in Queen Creek, AZ. Vet checks welcome. PM or call/text 555-555-5555 for more info.”
“Videos available. Contact for full advertisement."
Offer a link to your website (if you have one)
BONUS: Prepare a Google Drive folder or your horse’s landing page if you’ve got one. (And if you don’t — we can help you build that.)
WANT HELP MAKING SALES ACTUALLY WORK?
If you're ready to step up your presentation and connect with serious buyers, reach out. We currently have openings for consignment & fitting, ad management, and promotional media services.
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