Fjordonomics 7 - The Nitty-Gritty for Sellers — Presentation, Videos, and Ad Text

An opinion series based on 25 years of personal experience in breeding, buying, and selling Fjord horses.

In previous articles, I have discussed the economics of horse breeding and selling. A broad understanding of the Fjord market is essential, but now I want to focus on the nitty-gritty of sales.

This article is based on my experience selling more than 100 Fjords over a 25-year period. It is not intended to be a comprehensive directive. I made plenty of mistakes as a seller and learned from them. At this stage of my life, I am transferring my farm business to my son, and part of that process involves explaining why I do things a certain way. Selling horses is idiosyncratic. My son may choose to do things differently—as will every other seller.

In Fjordonomics, Part 6, I discussed the importance of doing your homework on the market. The more information you have, the better your chances of a successful selling experience. Now let’s get into the details.

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Presentation Matters

Think of selling a Fjord as a job interview: first impressions matter.

Ideally, there should be a clear photo of a clean, well-groomed horse standing square on level ground. Personally, I prefer to see a Fjord with a trimmed mane, but I understand that others prefer a long mane. My only recommendation is that a long mane must be groomed and free of snarls and debris.

I sell youngsters for the most part. Young horses have a remarkable ability to flop down anywhere while napping, and the resulting stains can be impressive. Add a heavy foal coat, and “clean and groomed” becomes more of an aspirational goal. Fortunately, most buyers of young horses understand that youngsters can be a bit grungy. Still, making youngsters as presentable as possible is important. Older horses are held to a higher standard and are expected to be groomed and properly posed for photos.

I try to take conformation photos of my horses outside their fields and pay close attention to the background. I often stand the horse in front of a closed barn door, which provides a solid red backdrop. Hedges, hills, and wooded areas can also work well. As busy background with other horses, other animals or anything that might distract the viewer’s eye.

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Videos Are Expected

Buyers expect video. I am old enough to remember when phones did not record video, but today there is no excuse for not including at least one video clip.

Videos should show the horse moving. If the horse is not under saddle, film it walking and trotting in a straight line—both toward and away from the camera—and from the side. If the horse trots in hand, does it lunge? If so, video movement in both directions. If the horse does not lunge on the line, movement at liberty is perfectly acceptable.

If the horse is rideable, I like to include footage of the horse being mounted. It is surprising how many horses do not stand quietly for mounting. I also have the rider demonstrate the horse at the walk, trot, and canter in both directions. Videos do not need to be long. They can be done in short clips, but they should capture both upward and downward transitions.

Don’t let perfect be the enemy of good. Some Fjord breeders are excellent photographers; I am not. That does not stop me from producing adequate, honest photos and videos. I am not a fan of music in the background—it is distracting. I also try not to talk during videos and prefer them to be silent whenever possible. Let the video speak for itself.

Videos should be short and purposeful: show what the horse does. Do I follow this advice perfectly every time? No. But photos and videos can usually be replaced with relative ease.

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Text Is Important

Photos and videos should support what your advertisement says whether it appears on social media, a horse sales site, or your own website. Some sellers can wax lyrically about their horses; I lean toward the plainspoken school. Regardless of style or advertising platform, your ad should include the following information:

• Registered name (if registered) and registry

• Pedigree (I include sire, dam, and dam sire and link to the full pedigree)

• Date of birth, or age if the date of birth is unknown

• Gender (stallion, mare, or gelding)

• Color (remember: all Fjords are line backed duns, not buckskins)

• Current level of training—what the horse can do now, not what it might do with additional training

• Basic care information, including worming, vaccinations, trimming, and dental work

• Any known health issues

• Location of the horse (this is a national market, and buyers need to estimate shipping distance)

• Price (I prefer to state it, but that is a personal choice; if you don’t, expect price inquiries)

• Contact information (email, text, phone—however you prefer to be contacted). If you are acting as an agent for the owner, state that clearly.

• Height (I know this is out of order, but it deserves special attention.)

Height is especially important to many buyers and must be stated accurately. In the U.S., height is measured in hands, with one hand equal to four inches. There is no such thing as 14.5 hands. A horse that is fourteen and a half hands tall is written as 14.2. A horse that is fourteen hands and half an inch tall is written as 14.05.

Please use a measuring stick. Borrow one if you don’t have one. Stand the horse on level ground and measure properly. Do not eyeball height, and do not estimate based on the size of another horse. Height matters, and it needs to be represented accurately.

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Matching Horses and Buyers

The purpose of the ad, photos, and videos is to help the buyer decide whether to engage with the seller. Every buyer has criteria. Some are flexible; others are non-negotiable. This varies widely among buyers. As a seller, you do not want to spend time with a buyer if your horse is clearly the wrong age, gender, height, or price. It is better to recognize that early and move on politely.

Fjords are an uncommon breed, and you will encounter buyers who are unfamiliar with them. Be prepared to provide education. How many of us have seen an “In Search Of” (ISO) ad looking for a 15.2-hand Fjord? Or an ISO specifying a color, age, gender, and training combination that limits the pool to perhaps two or three horses nationwide—none of which may be for sale?

Breeders quickly learn that education is part of the job. Helping a buyer understand the breed and the market is often more important than selling them a specific horse. Buyers appreciate accurate information and useful resources, and the next Fjord they purchase may bring them back to you.

Whether you are a breeder, a private owner, or an agent for the owner, the more informed, honest, and helpful you are, the more likely you are to make a successful sale. Once buyers understand the market, they often become more flexible and realize that your horse may, in fact, be a good fit—assuming it is still available.

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This article is longer than originally planned, but selling Fjords is my passion. While I make no claim to being the best Fjord seller, I am unusual because I will talk openly about selling and the market.

Next up: Fjordonomics, Part 8 — The Written Sales Contract.