Fjordonomics, Part 6: Selling Fjords

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

In previous articles, I’ve focused on the economics of breeding and selling horses.  Ultimately, all Fjord breeders must be horse sellers. Understanding the broader Fjord market is important, but now I want to discuss the practical side of selling.  This installment is based on my experience selling more than 100 Fjords over 25 years. It is not intended as a comprehensive directive—just lessons learned, observations, and a bit of trial-and-error wisdom. I made plenty of mistakes and learned from every one of them. 

Putting the Horse First

When selling, always put the best interests of the horse first. It sounds simple—nobody wants to sell to a “bad home.” I don’t think there are many truly “bad” homes in the Fjord world, but there are certainly unsuitable ones. A suitable home is one in which the horse aligns with the buyer’s goals and where the buyer is committed to proper care and appropriate training.

I primarily sell young horses. Fjords, like any other breed, are not born broke. I look for owners who understand that even before a youngster can be started under saddle or in harness, he still needs handling and exposure. It doesn’t require enormous time or effort, but it does require consistency. The payoff is good ground manners and a trusting horse-human relationship.

What I do not want is a buyer who turns a yearling out for several years with little human contact. I’m all for turnout—young Fjords need it—but turnout without regular handling tends to produce a rude, pushy horse with poor manners.  Simply having the sun shine on your young Fjord for a few years is not training.

Being Willing to Say No

I am prepared to decline a sale and have done so multiple times. It’s not because I dislike the buyer or don’t want the income. It’s because I believe the match will fail and the horse will be resold within a year. I’m not seeking “forever homes” (few of us can guarantee to keep a horse for 30+ years), but I am seeking buyers who will install basic skills that will serve the horse for life.

The Seller’s Homework

If you are selling, start with two honest questions:

1. What are my horse’s strengths and weaknesses?

2. What can I realistically do to make this horse more marketable?

Your answers should reflect the horse you have today, not the horse you hope he becomes in a year. While there are moments when “just being a Fjord” sells a horse, markets change. Sellers must become students of the market, which requires education:

• What are similar Fjords selling for?

• What qualities are buyers actively seeking—color, size, training, show record, temperament?

• How does geography impact demand and pricing?

Educate Yourself Before You Sell

Fortunately, this is easier than ever. Look at online sales listings, Fjord groups on Facebook, and equine sales platforms. Network. Ask questions. Most Fjord owners and breeders—including me—will answer honestly when asked for opinions or suggestions.

A seller must understand what the buyer wants and how their own horse compares to that demand. Sellers who never study the Fjord market are often surprised (and sometimes offended) when their assumptions don’t match reality.

Education also supports what I believe is the core ethical obligation in selling: you cannot put the horse first without understanding the market you’re selling into.

The “Ideal Fjord” and Market Reality

Very few of us will ever sell the Fjord that every buyer wants. In my experience, the most desirable Fjord tends to be:

• taller,

• trustworthy for an inexperienced trail rider,

• capable of showing successfully with a skilled rider,

• kindly dispositioned,

• vice-free,

• healthy,

• and under age twelve.

Add preferences for gender, color, and location, and the list becomes even more selective. I’d estimate that 99% of Fjords for sale won’t check all those boxes—and the ones that do tend to sell quickly, often privately.

While you can’t change your horse’s age or height, you can make sure your horses has skills.  Good ground manners are critical.  I have met pushy Fjords who do not respect personal space or see a need to respond to handler requests.   Obviously the did not receive training on  the expectations we  have, perhaps as youngsters or even later in life.

There is no time like the present for making sure a horse will lead and tie, allow grooming, and cooperate with the farrier or vet.  This is not “rocket science.”   I have a friend who got a Fjord who was so shy that the seller advised NEVER to take off the halter because it would be impossible to catch the horse again.  This horse had not had much handling,  My friend made sure she touched the horse every day.  She started hugging the horse around the neck – just a hug, nothing more.  Over time a bond was built and that horse is cooperative on the ground.

The majority of buyers want a horse that can be ridden.  If your horse

Fjordonomics, Part 7: More Tips for Sellers An opinion series based on 25 years of personal experience in breeding, buying, and selling Fjord Horses.