Buying Blind. Six tips to help you navigate the
waters of online horse sales, sight unseen.
Featuring Lora Whittington
Paint Horse Journal Fall 2023
So You're Buying A Horse?
Featuring Lora Whittington
GoHorseShow.com - May 2014
For one reason or another, you’ve made the big decision that it’s time to embark on finding a new horse. Whether it’s to help you make the move from Novice, add a new event to your repertoire, or because you sold your old mount, it’s time to start thinking how you can make your shopping experience easier and more enjoyable.
Ruth Ellen, has been helping exhibitors find the right “next” horse for approximately 20 years. She points out that one of the most important things that a prospective horse buyer should think about is: Are you sure, if you’re buying the horse of your dreams, can you buy it now?
Seems like a pretty simple answer, but Ellen explains, “Horses change hands, change locations, and sometimes change prices. What’s available today at a given price may not be available in two weeks. Do you have the funds to purchase a new horse now? Do you need to sell your horse before buying a new one?”
Lora Whittington, owner of Whittington Equine Marketing Group, agrees, “If you need to sell a horse and get through grad school before you can purchase your next mount-- don’t waste the seller’s time. It is fun to window shop, but asking for additional video is simply unkind.”
In order to know if you’re ready to buy, an important thing to do is to make sure you know your budget. “It’s easy to peruse the internet, but many of horses don’t have prices on them,” says Ellen. “You may have a budget of $25,000 and, unknowingly, you are looking at horses priced at $100,000. It’s the worst thing a buyer can do, in my opinion.”
Ellen explains that it can be easy to get your heart set on a certain horse, only to find out he’s priced much higher than your budget permits. “You have to compare apples to apples,” she continues. “I would hope that the horse listed at $100,000 is far superior to the $25,000 horse. Continually looking at horses beyond your reach, many times, prevents the buyer with a smaller budget from ever finding a horse that suits her. For this reason, the prospective buyer should only look at horses priced reasonably within their budget.”
So, before you set out to contact the seller and set a date for a test ride, be sure to have those three important things in mind: know if you’re ready to buy a horse right now; know what your budget is; and then look in your price range.
Hit the Ground Running
But now you’re ready to buy and you’ve started making your list. As a buyer, you’re in a position to wheel and deal on the horse of your dreams, but you don’t want to alienate any potential trainers, clients, or partners.
“The first question that I ask anyone who calls or messages me asking about a horse on my site is, ‘Do you have a trainer? If so, who is your trainer?’” says Ellen. “If you have a horse trainer, I think one of the biggest mistakes a buyer can make is to buy a horse without your trainer’s blessings. That blessing can be by showing them the video, asking if she/he wants to ride the horse, or asking for their opinion.”
You want to be sure you give yourself plenty of time to see the horse and have a test ride, if that’s what you’re looking for. If you’re traveling, schedule flights or driving so you have more than enough time to spend with the horse and his owners. Have a goal in mind when it comes to the face-to-face meeting. If you have more questions after your initial contact, be sure to have those questions written down so you can remember to ask them while at the test ride. And remember, it’s not only your time invested in the test ride, but the trainer and the owner’s time as well, so showing some common courtesy such as a follow-up email is important.
“If you’ve asked someone to accommodate your specific requests, only to determine the horse is not a good fit, let the seller know and thank them for their time. They will remember you when the right one comes along,” recommends Whittington.
Pre-Purchase Exams
Whether you want to do the pre-purchase exam (PPE) before the test ride or after, it’s an important part of the horse shopping experience, and one that shouldn’t be skipped. “The buyer needs to talk to the vet, herself,” advises Ellen. “When the buyer says I’m going to do a PPE, she needs to speak to the vet who’s doing it and she needs to be the one to say ‘This is what I want done…’ and the vet needs to speak with the buyer either during or after the exam.”
But Whittington warns to not base everything solely on the PPE. “Don’t get too hung up on the results of pre-purchase exam--very few horses vet clean and finding that underlying thing that hasn’t been an issue shouldn’t be an issue,” she says. “I see buyers vet two and three horses, and after $2,400 in exam fees, they come to the realization that unless they’re vetting a yearling, there’s a fair chance something is going to show up.”
Here are some more horse shopping tips from our experts:
Ruth Ellen:
* No question is a dumb question. If you ask a question and the agent or trainer, whoever is representing the horse, doesn’t give you a straightforward answer, it would be time for your red flag to go up.
* If you’re flying to look at a horse, be sure that you’re rested when you get there. Be sure to have enough time (I can’t give you a prescription for how much time that is), but be sure to have enough time to look at the horse, try the horse, ask whatever questions you want to ask, that you aren’t looking at your watch thinking you need to get back to the airport.
* If you don’t have a trainer, then proceed with caution. If you have an idea of, “I’m going to buy a horse and I’m going to put it in training and I have an idea of who my trainer is going to be…” is a delicate rope to walk only because most trainers get along with a certain kind of horse. Most trainers don’t get along with every kind of horse.
* If you look at the price range where you can absolutely not go, you’re never going to find the horse that suits you in the price range that you can afford. So I always tell people that I need to look for horses in their budget, that’s how they find something.
Bret & Candy Parrish:
* Deal with people that you know are looking out for YOUR best interest.
* Do your homework! Make a plan including your goals and set a financial budget.
* Be sure that you and/or your trainer evaluate the prospective horse in person. Videos are great but there is no substitution for trying out a horse and seeing it in person.
* Understand that spending a little more up front in your horse investment can be a wise decision. It costs the same amount to take care of, train, show, etc. a high quality horse as it does a horse of lower quality. Buy the best horse you can for you budget; don’t settle for a horse just because it may be less expensive.
Lora Whittington:
* Ask the right questions. Is it sane, sound and appropriate for your level of expertise and desired show level? Make a comprehensive list of questions before you start your search and modify it as some needs become more relevant and others less so.
* Show some common courtesy. It will not only earn you respect in the industry; those you treat well will support you in the search for your perfect horse. Return calls and messages. If you’ve asked someone to accommodate your specific requests, only to determine the horse is not a good fit, let the seller know and thank them for their time. They will remember you when the right one comes along!
* Don’t get hung up on age – Olympic caliber mounts don’t start getting good until they’re about twelve years old. It is my experience that if a horse is still sound at age 10, there’s no reason to think he won’t be for many years to come. Yes, he may require some maintenance, but if you need a horse with miles, it’s a small price to pay for your safety and success.
* Do the research. Honest sellers will tell you about their horse’s quirks or downsides – be wary of someone who has the perfect horse. Making a few phone calls and internet searches can give you a good feel for a seller’s reputation.
You don’t want to be that shopper—Whittington and Bret and Candy Parrish offer some of their horse shopping pet peeves.
Bret & Candy Parrish:
* Be serious when it comes to shopping. One of the worst things that can happen is when a shopper allows you to put a lot of work and effort into searching for a prospect, but they’re not serious about buying.
* Don’t set tight restrictions, such as a certain color restriction (“My horse has to be bay with four white socks.”). Have an open mind and remember you are wanting to buy the best horse available for your money.
* Don’t set unrealistic expectations—every horse will have his flaw or slight issue, and no horse is perfect.
* Be courteous and professional. Don’t try to go behind the scenes to get a deal done in an unprofessional manner.
* Make a plan and stick with it. Shoppers who change plans in the middle of a search wastes everyone’s time.
Lora Whittington:
* Lately my biggest beef is being asked, “What’s your bottom dollar?” I have to bite my tongue to not say, “Listen, this is a beloved and pampered horse, we’re not looking for the lowest common denominator.” Instead, what I do say is, “My client has established a price and I would not ask her to bid against herself. However, I would be happy to present a reasonable offer.”
* Don’t try to make a substantially lower price offer to make up for plane tickets, the pre-purchase exam, and shipping. If a buyer is not prepared to offer the airline, veterinarian, and shipper a substantially lower price, it is unreasonable to expect the seller to pick up costs requested by the buyer.
* Be ethical! A large percentage of show horses are represented by trainers and agents. These are trusted professionals hired by the owners to manage the sale of their horse. Circumventing the listed contact seldom proves beneficial and is often embarrassing.
* Be aware of your reputation as a buyer. You don’t want to be known as, “Katie the Tire Kicker.” We keep track of you in the industry—I’m not kidding. There are people on the internet that have been wasting sellers’ time for years and the professional will not take you seriously.
Ruth Ellen, has been helping exhibitors find the right “next” horse for approximately 20 years. She points out that one of the most important things that a prospective horse buyer should think about is: Are you sure, if you’re buying the horse of your dreams, can you buy it now?
Seems like a pretty simple answer, but Ellen explains, “Horses change hands, change locations, and sometimes change prices. What’s available today at a given price may not be available in two weeks. Do you have the funds to purchase a new horse now? Do you need to sell your horse before buying a new one?”
Lora Whittington, owner of Whittington Equine Marketing Group, agrees, “If you need to sell a horse and get through grad school before you can purchase your next mount-- don’t waste the seller’s time. It is fun to window shop, but asking for additional video is simply unkind.”
In order to know if you’re ready to buy, an important thing to do is to make sure you know your budget. “It’s easy to peruse the internet, but many of horses don’t have prices on them,” says Ellen. “You may have a budget of $25,000 and, unknowingly, you are looking at horses priced at $100,000. It’s the worst thing a buyer can do, in my opinion.”
Ellen explains that it can be easy to get your heart set on a certain horse, only to find out he’s priced much higher than your budget permits. “You have to compare apples to apples,” she continues. “I would hope that the horse listed at $100,000 is far superior to the $25,000 horse. Continually looking at horses beyond your reach, many times, prevents the buyer with a smaller budget from ever finding a horse that suits her. For this reason, the prospective buyer should only look at horses priced reasonably within their budget.”
So, before you set out to contact the seller and set a date for a test ride, be sure to have those three important things in mind: know if you’re ready to buy a horse right now; know what your budget is; and then look in your price range.
Hit the Ground Running
But now you’re ready to buy and you’ve started making your list. As a buyer, you’re in a position to wheel and deal on the horse of your dreams, but you don’t want to alienate any potential trainers, clients, or partners.
“The first question that I ask anyone who calls or messages me asking about a horse on my site is, ‘Do you have a trainer? If so, who is your trainer?’” says Ellen. “If you have a horse trainer, I think one of the biggest mistakes a buyer can make is to buy a horse without your trainer’s blessings. That blessing can be by showing them the video, asking if she/he wants to ride the horse, or asking for their opinion.”
You want to be sure you give yourself plenty of time to see the horse and have a test ride, if that’s what you’re looking for. If you’re traveling, schedule flights or driving so you have more than enough time to spend with the horse and his owners. Have a goal in mind when it comes to the face-to-face meeting. If you have more questions after your initial contact, be sure to have those questions written down so you can remember to ask them while at the test ride. And remember, it’s not only your time invested in the test ride, but the trainer and the owner’s time as well, so showing some common courtesy such as a follow-up email is important.
“If you’ve asked someone to accommodate your specific requests, only to determine the horse is not a good fit, let the seller know and thank them for their time. They will remember you when the right one comes along,” recommends Whittington.
Pre-Purchase Exams
Whether you want to do the pre-purchase exam (PPE) before the test ride or after, it’s an important part of the horse shopping experience, and one that shouldn’t be skipped. “The buyer needs to talk to the vet, herself,” advises Ellen. “When the buyer says I’m going to do a PPE, she needs to speak to the vet who’s doing it and she needs to be the one to say ‘This is what I want done…’ and the vet needs to speak with the buyer either during or after the exam.”
But Whittington warns to not base everything solely on the PPE. “Don’t get too hung up on the results of pre-purchase exam--very few horses vet clean and finding that underlying thing that hasn’t been an issue shouldn’t be an issue,” she says. “I see buyers vet two and three horses, and after $2,400 in exam fees, they come to the realization that unless they’re vetting a yearling, there’s a fair chance something is going to show up.”
Here are some more horse shopping tips from our experts:
Ruth Ellen:
* No question is a dumb question. If you ask a question and the agent or trainer, whoever is representing the horse, doesn’t give you a straightforward answer, it would be time for your red flag to go up.
* If you’re flying to look at a horse, be sure that you’re rested when you get there. Be sure to have enough time (I can’t give you a prescription for how much time that is), but be sure to have enough time to look at the horse, try the horse, ask whatever questions you want to ask, that you aren’t looking at your watch thinking you need to get back to the airport.
* If you don’t have a trainer, then proceed with caution. If you have an idea of, “I’m going to buy a horse and I’m going to put it in training and I have an idea of who my trainer is going to be…” is a delicate rope to walk only because most trainers get along with a certain kind of horse. Most trainers don’t get along with every kind of horse.
* If you look at the price range where you can absolutely not go, you’re never going to find the horse that suits you in the price range that you can afford. So I always tell people that I need to look for horses in their budget, that’s how they find something.
Bret & Candy Parrish:
* Deal with people that you know are looking out for YOUR best interest.
* Do your homework! Make a plan including your goals and set a financial budget.
* Be sure that you and/or your trainer evaluate the prospective horse in person. Videos are great but there is no substitution for trying out a horse and seeing it in person.
* Understand that spending a little more up front in your horse investment can be a wise decision. It costs the same amount to take care of, train, show, etc. a high quality horse as it does a horse of lower quality. Buy the best horse you can for you budget; don’t settle for a horse just because it may be less expensive.
Lora Whittington:
* Ask the right questions. Is it sane, sound and appropriate for your level of expertise and desired show level? Make a comprehensive list of questions before you start your search and modify it as some needs become more relevant and others less so.
* Show some common courtesy. It will not only earn you respect in the industry; those you treat well will support you in the search for your perfect horse. Return calls and messages. If you’ve asked someone to accommodate your specific requests, only to determine the horse is not a good fit, let the seller know and thank them for their time. They will remember you when the right one comes along!
* Don’t get hung up on age – Olympic caliber mounts don’t start getting good until they’re about twelve years old. It is my experience that if a horse is still sound at age 10, there’s no reason to think he won’t be for many years to come. Yes, he may require some maintenance, but if you need a horse with miles, it’s a small price to pay for your safety and success.
* Do the research. Honest sellers will tell you about their horse’s quirks or downsides – be wary of someone who has the perfect horse. Making a few phone calls and internet searches can give you a good feel for a seller’s reputation.
You don’t want to be that shopper—Whittington and Bret and Candy Parrish offer some of their horse shopping pet peeves.
Bret & Candy Parrish:
* Be serious when it comes to shopping. One of the worst things that can happen is when a shopper allows you to put a lot of work and effort into searching for a prospect, but they’re not serious about buying.
* Don’t set tight restrictions, such as a certain color restriction (“My horse has to be bay with four white socks.”). Have an open mind and remember you are wanting to buy the best horse available for your money.
* Don’t set unrealistic expectations—every horse will have his flaw or slight issue, and no horse is perfect.
* Be courteous and professional. Don’t try to go behind the scenes to get a deal done in an unprofessional manner.
* Make a plan and stick with it. Shoppers who change plans in the middle of a search wastes everyone’s time.
Lora Whittington:
* Lately my biggest beef is being asked, “What’s your bottom dollar?” I have to bite my tongue to not say, “Listen, this is a beloved and pampered horse, we’re not looking for the lowest common denominator.” Instead, what I do say is, “My client has established a price and I would not ask her to bid against herself. However, I would be happy to present a reasonable offer.”
* Don’t try to make a substantially lower price offer to make up for plane tickets, the pre-purchase exam, and shipping. If a buyer is not prepared to offer the airline, veterinarian, and shipper a substantially lower price, it is unreasonable to expect the seller to pick up costs requested by the buyer.
* Be ethical! A large percentage of show horses are represented by trainers and agents. These are trusted professionals hired by the owners to manage the sale of their horse. Circumventing the listed contact seldom proves beneficial and is often embarrassing.
* Be aware of your reputation as a buyer. You don’t want to be known as, “Katie the Tire Kicker.” We keep track of you in the industry—I’m not kidding. There are people on the internet that have been wasting sellers’ time for years and the professional will not take you seriously.
Avoiding Horse Sales Video Bloopers!
By Lora Whittington
Paint & Quarter Horse Connection - October 2013
Once again I have teamed up with Katherine (Kat) Kronengold of Plaid Pony Designs to collaborate on an article relating to the ideal sales video, or as she calls it, avoiding bloopers! In addition to web site design, I’ve been relying on Kat for years to shoot top quality photos and videos, and between the two of us, we’ve seen a great many more bad than good. Take a minute now to visit the quick live link that Kat has put together covering a few common bloopers and then we’ll meet back here.
http://youtu.be/6DK4pgEmpiA
Ant Farm For Sale
Have you ever tried to pick out a single ant on a mound and follow it exclusively? It’s nearly impossible, but Kat uses this analogy in what she calls the Ant Farm. Generally the term applies to show videos – they’re cluttered, with lots of activity, shot from the rail, and often the subject is covered up. Unfortunately, show videos are sometimes all we have to work with. It’s terrific when our subject is clearly the best horse in the class, and even better when it’s winning a world title; however, that isn’t usually the case. You have no idea how often I’ve heard, “That horse you told me about is okay, but do you know anything about the bay?” It’s important to keep your buyer focused, so steer clear of the ant farm whenever possible.
Background Noise
I nearly fell off the saddle when I heard Kat’s narrative on background noise – it was sidesplitting! Perhaps a bit of satire, but you would not believe some of the comments heard on sales videos: people swearing, children squealing and even criticism of the horse being presented. If you can’t or don’t care to add music, at least turn off the audio. Kat and I enjoy music on sales videos, and take great care to select songs that are appropriate to the subject, and have a natural cadence with the horse and its stride. If you’re going to add music, steer clear from anything edgy – you may not be able to get that head banging song out of your mind, but please don’t put it in mine!
Back Lighting
Kat covered back lighting in the August article, Shooting The Top Notch Sales Photo, and the same applies to videos. Although we love our covered pen in the middle of an Arizona summer, it’s never used for shoots. The horses are obscured in backlight, and even the best of cameras cannot accommodate the contrast. Indoor rings are better, but they tend to mute colors and the horse doesn’t pop. Whenever possible we shoot footage outdoors in natural morning light.
Impossible Angles
Videos shot from outside the arena are awkward, and much of the footage is useless – it’s difficult to see the horse coming down the rail toward you, and we’re back to the ant farm scenario when they’re going down the far rail. Kat prefers to see the subject work in a large circle with the videographer standing in the center of the ring. Make sure the horse fills your viewfinder, but avoid zooming in too close!
Schooling
Make sure that your horse is warmed up before you start shooting – if you wouldn’t step into the show ring ice cold, why do it in a sales video? It’s a turn off to see a fresh horse blatantly schooled – buyers aren’t looking for training techniques, and there are plenty of videos covering that subject. If you have a big booboo, stop the camera, reset and start again.
Too Long
Nothing is more aggravating than a video that doesn’t cut to the chase. When asked to review 10-15 horses on Youtube every day, the last thing I want to see is a bunch of photos and titles tacked to the front end – just show me the horse! Even more frustrating are videos that start with a pattern class. Who wants to wade through showmanship or trail if they’re not going to end up liking the horse going down the rail? There is certainly a place for pattern classes, but they should be titled appropriately and loaded separately.
So What Are We Looking For?
An ideal sales video is approximately three minutes long, walk/trot/canter, best way first. People often ask what we mean by that - every horse is more balanced one way or another, particularly at the canter, so that’s the direction that should be initially presented.
Always make sure that your horse is show ready before the shoot. We’re not particularly concerned about the rider’s attire, as long as he/she is dressed for the job, so no shorts and sneakers please! The horse needs to be clipped, well groomed, mane pulled, hooves oiled and nix the tail bags.
http://youtu.be/6DK4pgEmpiA
Ant Farm For Sale
Have you ever tried to pick out a single ant on a mound and follow it exclusively? It’s nearly impossible, but Kat uses this analogy in what she calls the Ant Farm. Generally the term applies to show videos – they’re cluttered, with lots of activity, shot from the rail, and often the subject is covered up. Unfortunately, show videos are sometimes all we have to work with. It’s terrific when our subject is clearly the best horse in the class, and even better when it’s winning a world title; however, that isn’t usually the case. You have no idea how often I’ve heard, “That horse you told me about is okay, but do you know anything about the bay?” It’s important to keep your buyer focused, so steer clear of the ant farm whenever possible.
Background Noise
I nearly fell off the saddle when I heard Kat’s narrative on background noise – it was sidesplitting! Perhaps a bit of satire, but you would not believe some of the comments heard on sales videos: people swearing, children squealing and even criticism of the horse being presented. If you can’t or don’t care to add music, at least turn off the audio. Kat and I enjoy music on sales videos, and take great care to select songs that are appropriate to the subject, and have a natural cadence with the horse and its stride. If you’re going to add music, steer clear from anything edgy – you may not be able to get that head banging song out of your mind, but please don’t put it in mine!
Back Lighting
Kat covered back lighting in the August article, Shooting The Top Notch Sales Photo, and the same applies to videos. Although we love our covered pen in the middle of an Arizona summer, it’s never used for shoots. The horses are obscured in backlight, and even the best of cameras cannot accommodate the contrast. Indoor rings are better, but they tend to mute colors and the horse doesn’t pop. Whenever possible we shoot footage outdoors in natural morning light.
Impossible Angles
Videos shot from outside the arena are awkward, and much of the footage is useless – it’s difficult to see the horse coming down the rail toward you, and we’re back to the ant farm scenario when they’re going down the far rail. Kat prefers to see the subject work in a large circle with the videographer standing in the center of the ring. Make sure the horse fills your viewfinder, but avoid zooming in too close!
Schooling
Make sure that your horse is warmed up before you start shooting – if you wouldn’t step into the show ring ice cold, why do it in a sales video? It’s a turn off to see a fresh horse blatantly schooled – buyers aren’t looking for training techniques, and there are plenty of videos covering that subject. If you have a big booboo, stop the camera, reset and start again.
Too Long
Nothing is more aggravating than a video that doesn’t cut to the chase. When asked to review 10-15 horses on Youtube every day, the last thing I want to see is a bunch of photos and titles tacked to the front end – just show me the horse! Even more frustrating are videos that start with a pattern class. Who wants to wade through showmanship or trail if they’re not going to end up liking the horse going down the rail? There is certainly a place for pattern classes, but they should be titled appropriately and loaded separately.
So What Are We Looking For?
An ideal sales video is approximately three minutes long, walk/trot/canter, best way first. People often ask what we mean by that - every horse is more balanced one way or another, particularly at the canter, so that’s the direction that should be initially presented.
Always make sure that your horse is show ready before the shoot. We’re not particularly concerned about the rider’s attire, as long as he/she is dressed for the job, so no shorts and sneakers please! The horse needs to be clipped, well groomed, mane pulled, hooves oiled and nix the tail bags.
You Never Get A Second Chance to Make A First Impression
Shooting the Top Notch Sales Photo
By Lora Whittington
Paint & Quarter Horse Connection August 2013
“If a picture is worth a thousand words, you don’t want 900 of them to be yuck!” Well, you’ve heard it from an expert. When I asked Katherine “Kat” Kronengold of Plaid Pony Designs to collaborate on an article this month – that yuck quote was the first thing out of her mouth. In addition to web site design, I’ve been relying on Kat for years to shoot top quality photos and videos of sale horses, and she is an expert in the field.
As a professional equine broker, it appears obvious to me what constitutes a great sales photo; however Kat broke it down into elements that some sellers might not notice, such as clearly presenting their subject. “Many photos simply do not allow the viewer to see the horse” she exclaimed. “I’m amazed when I see dark horses against a shadowy or backlit setting. The same goes for light horses. Placing them in an environment where they blend in is not going to represent the horse adequately.” Proper attention to lighting, exposure and backgrounds can make a big impact on your photo. When Kat prepares a horse for its glamour shots, she is always careful to select an attractive background, and when one isn’t available, she Photo Shops it into a more appealing environment.
Generally during a shoot we include conformation shots, because buyers will probably want to view them at some point. A gorgeous standing shot can have a great deal of impact. However, they should always be taken directly side on – nothing is worse than weird angles where the horse’s head looks three feet long and its fanny like a gnat. Given a preference, Kat prefers action shots over conformation photos, but it has to be right. “I think a high quality photo of a horse doing his job is great,” she explained, “But make sure you show the beast in its best stride. I like trot shots when the forward, inside leg is at full extension, about to hit the ground and always ears up!”
When available, we often use show photos for marketing, and Kat stresses they can be terrific. “If one is selling a high dollar show horse, it is wonderful to present them being successful. However, horses often show in covered or indoor pens that can make for muted colors. An outdoor photo is almost always preferred as it allows for vibrant contrast.” She was quick to remind me that when using a professional photo, you must purchase the release rights to use it in marketing. There may also be restrictions on editing colors and backgrounds. “Try to find a photographer who will work with your goals,” she stressed. If they’re not willing to edit out distracting kids playing in the bleachers, you probably don’t want to buy that shot!
Another important quality of a successful sales photo is character. “That may sound silly” she said, “but I think photos need to capture a positive personality. A horse with ears back changes the entire expression of the animal. A perfectly willing and gentle creature now looks sullen.” Along those lines – pay attention to how your breed is presented. Arabians may look swell with an elevated swan-like neck, but with Quarter Horses or Paints – that’s a no go.
Presentation is also crucial. When prepping for a photo shoot, the horse needs to look like it’s about to step into the show pen. A clean, clipped critter with a brushed tail, oiled feet, appropriate tack and good physical condition (i.e. no long feet or prominent ribs) will attract serious buyers who are looking for quality. More than once we have had a horse ship in to sell and told the owner we’ll wait on fifty pounds and a visit from the farrier before any advertising. “In today’s market, buyers insist on a lot of pony for the dollar,” Kat explained. “It truly amazes me how many shaggy, muddy horses show up on internet sales sites with top price tags! Make sure Trigger looks like the million bucks you think he’s worth, or expect low-ball offers!”
It’s also important to know your target market. If you’re selling a World Champion Open horse, a picture of your granddaughter riding him bareback in the backyard may not be the best photo to use. “You think I’m making this stuff up, don’t you?” Kat laughed, “But I have seen these photos! Seriously, don’t try to market your $60,000 HUS all-star with a walk/trot win photo from the County Fair!”
While not everyone has access to a top photographer with excellent editing skills, with a little time, patience and an appreciation of your audience, any horse can be captured in a top notch sales photo.
As a professional equine broker, it appears obvious to me what constitutes a great sales photo; however Kat broke it down into elements that some sellers might not notice, such as clearly presenting their subject. “Many photos simply do not allow the viewer to see the horse” she exclaimed. “I’m amazed when I see dark horses against a shadowy or backlit setting. The same goes for light horses. Placing them in an environment where they blend in is not going to represent the horse adequately.” Proper attention to lighting, exposure and backgrounds can make a big impact on your photo. When Kat prepares a horse for its glamour shots, she is always careful to select an attractive background, and when one isn’t available, she Photo Shops it into a more appealing environment.
Generally during a shoot we include conformation shots, because buyers will probably want to view them at some point. A gorgeous standing shot can have a great deal of impact. However, they should always be taken directly side on – nothing is worse than weird angles where the horse’s head looks three feet long and its fanny like a gnat. Given a preference, Kat prefers action shots over conformation photos, but it has to be right. “I think a high quality photo of a horse doing his job is great,” she explained, “But make sure you show the beast in its best stride. I like trot shots when the forward, inside leg is at full extension, about to hit the ground and always ears up!”
When available, we often use show photos for marketing, and Kat stresses they can be terrific. “If one is selling a high dollar show horse, it is wonderful to present them being successful. However, horses often show in covered or indoor pens that can make for muted colors. An outdoor photo is almost always preferred as it allows for vibrant contrast.” She was quick to remind me that when using a professional photo, you must purchase the release rights to use it in marketing. There may also be restrictions on editing colors and backgrounds. “Try to find a photographer who will work with your goals,” she stressed. If they’re not willing to edit out distracting kids playing in the bleachers, you probably don’t want to buy that shot!
Another important quality of a successful sales photo is character. “That may sound silly” she said, “but I think photos need to capture a positive personality. A horse with ears back changes the entire expression of the animal. A perfectly willing and gentle creature now looks sullen.” Along those lines – pay attention to how your breed is presented. Arabians may look swell with an elevated swan-like neck, but with Quarter Horses or Paints – that’s a no go.
Presentation is also crucial. When prepping for a photo shoot, the horse needs to look like it’s about to step into the show pen. A clean, clipped critter with a brushed tail, oiled feet, appropriate tack and good physical condition (i.e. no long feet or prominent ribs) will attract serious buyers who are looking for quality. More than once we have had a horse ship in to sell and told the owner we’ll wait on fifty pounds and a visit from the farrier before any advertising. “In today’s market, buyers insist on a lot of pony for the dollar,” Kat explained. “It truly amazes me how many shaggy, muddy horses show up on internet sales sites with top price tags! Make sure Trigger looks like the million bucks you think he’s worth, or expect low-ball offers!”
It’s also important to know your target market. If you’re selling a World Champion Open horse, a picture of your granddaughter riding him bareback in the backyard may not be the best photo to use. “You think I’m making this stuff up, don’t you?” Kat laughed, “But I have seen these photos! Seriously, don’t try to market your $60,000 HUS all-star with a walk/trot win photo from the County Fair!”
While not everyone has access to a top photographer with excellent editing skills, with a little time, patience and an appreciation of your audience, any horse can be captured in a top notch sales photo.