How to create an advert that gets noticed

Selling a high-value horse is about more than simply creating an advert. In this guide, HorseQuest, the UK’s leading equine sales website, shares expert advice on presenting a horse, attracting the right buyers and navigating the sales process, alongside insights from professional rider and producer Lucinda.

What sort of photos should be included on an advert?

High quality images are always a priority. Good photos can make all the difference.

A varied selection is ideal, ridden photos that show the horse moving, a correct conformation shot, and perhaps a lovely headshot to reflect their personality. This gives potential buyers a well-rounded first impression.

The difference between an average conformation photograph and a standout one often comes down to preparation and positioning. Ideally, you’ll have three people involved: one to hold the horse, one to take the photo, and another to keep the horse’s attention focused forward.

For the best result, photograph the horse from the left-hand side in full profile, ensuring the body is standing square and positioned at a true 90-degree angle to the camera. This helps show off the horse’s conformation as accurately and attractively as possible.

Keep the setting simple and uncluttered. The background is far more important than the location itself — a neat hedge, arena fence, or plain wall creates a clean, professional look.

Frame the shot so the horse fills most of the image, while still leaving a little space around the edges. This gives flexibility for cropping and helps the photo display neatly across advert layouts.

What types of video should be included for this category of horse?

A high-quality sales video is important, especially when buyers may be travelling long distances or even from overseas to view a horse. The footage should be clear, honest, and not overly edited, allowing the buyer to accurately assess the horse. It should show the horse in all three paces, highlight its strengths, and demonstrate its level of training. Ultimately, buyers will see the horse in person, so there is no benefit in creating a misleading video that wastes everyone’s time.

Is there are a particularly good time in the year to advertise a high value horse?

Lucinda - I believe quality horses will sell themselves at any time of year. While buyers may spend a little less time searching over Christmas and New Year, serious buyers are always actively looking. If the right horse comes onto the market, there will be interest regardless of the season.

Similarly is there a particularly good time in horse’s training/career to sell or would this depend on individual circumstances?

Lucinda  - I think each horse should be evaluated individually when deciding the best time to sell. Generally, the more educated and experienced a horse becomes, the higher its value can be, reflecting the time, training, and investment put into its development. Taking the time to produce the horse, expose it to different environments, and build a successful competition record can help showcase its quality, talent, and potential to prospective buyers.

Is there a common timescale on how long it takes a high value horse to sell, or again is it individual?

It’s always difficult to predict how long a horse will take to sell, and often it’s no reflection on the horse itself.

Lucinda - I believe every horse has the right person out there, and when they find each other, it’s usually something quite special! which is one of the reasons I love my job. Some horses sell before you can blink, while others take a little longer, but finding the right match is what matters most.

What should you include in the advert?

Your advert needs to catch people’s attention, so high-quality photos and videos are essential. Be clear about what your horse is and what it could become—if it’s a potential Grand Prix horse showing talent for the job, make sure people know that. Your advert should stand out while remaining honest and transparent. Include information about the horse’s temperament, suitability, level of training, competition experience, and any vices or quirks. The more accurate and informative the advert, the more likely you are to attract the right buyers.

Is there any way to 'vet' prospective customers before arranging a viewing?

While it's impossible to guarantee whether someone is the right buyer from an initial enquiry alone, there are several sensible steps sellers can take to qualify potential purchasers before investing time in a viewing.

Firstly, we would always recommend speaking to prospective buyers on the phone. A conversation will often tell you far more than a message or email, allowing you to discuss their riding experience, ambitions, budget and what they are looking for in their next horse.

Don't be afraid to ask questions. After all, you're trying to find the right match for both horse and rider. Understanding a buyer's experience level and intended use can help determine whether your horse is likely to be suitable before a viewing is arranged.

Some sellers also choose to ask for ridden videos, particularly if they are advertising a horse that requires a competent or experienced rider. This can provide reassurance that the buyer has the skills needed and help avoid unsuitable viewings.

Spending a little time qualifying enquiries beforehand can save everyone time and help ensure that viewings are productive and enjoyable for both buyer and seller.

How do I follow up after a successful viewing?

Lucinda - When it comes to following up after viewings, I generally wait to hear from the client, as most buyers will get back to you whether they like the horse or not. Usually, you get a feel for how things have gone from watching them ride and interact with the horse. I like to give buyers time to think things over and discuss it with their trainers, as purchasing a horse is a significant decision. If I feel it’s a suitable match, they are always welcome to return for a second viewing. At that stage, all you can do is provide any additional information they may need or answer questions they may have forgotten to ask during their first visit.

Case Study – Ellie Harrington & Ice LH

I first found Ice's advert on Instagram when it appeared on HorseQuest's page. At the time, I was looking for a dressage horse to begin my journey with, and I loved him from the moment Lucinda shared the post.

Then I went onto Facebook, and there he was again. It honestly felt like it was meant to be — he just kept popping up everywhere! His advert appeared in stories and on my feed time and time again. I loved how widely HorseQuest shared him; it really helped him stand out.

I eventually messaged Lucinda to ask if I could come and ride him. At that stage, I wasn't even sure whether I was definitely going to pursue dressage, but Lucinda was so lovely and encouraged me to come and have a sit on him.

The moment he did his extended trot, I knew. From that day forward, he was my horse. It felt as though he chose me.

Fast forward to today, and Ice has gone on to win the Junior Team Test at Addington Premier League with over 72%, alongside achieving multiple top scores with both me and Lucinda. He's the coolest horse both on the ground and under saddle.

Without HorseQuest, I genuinely don't think I would have found him. I'm also incredibly grateful to Lucinda for helping me meet such a wonderful horse. She was so helpful throughout the process, especially as I didn't have much experience when I first went to try him. She was completely honest about him, and everything she told me has proven to be true.

Ice is an absolute diamond. It was his photo that first caught my eye, and the advert itself was beautifully written. He's everything I could have hoped for and more, and I can't wait to see where the rest of this year — and the years ahead — take us together.