12 steps to a successful HorseQuest advert

A great advert does more than simply list the facts. It should give buyers confidence, answer their key questions, and encourage them to make contact.

1. Start with a Strong Title and Highlights

Your title is the very first thing you'll be asked to write when creating your advert, and alongside your three highlights, it's one of the hardest-working parts of your listing.

Together, they help buyers understand what makes your horse special before they've even clicked through to read the full advert.

We see plenty of adverts titled:

• Top Class

• Lovely Mare

• Quality Gelding

• Super Horse For Sale

  
  

While all of those descriptions may well be true, they don't tell a buyer why they should click on your advert rather than the ten others sitting alongside it. Instead, think about the qualities that genuinely set your horse apart and the type of buyer you're trying to attract.

For example:

• Confidence-Giving Pony Club Allrounder

• Talented BD Elementary Schoolmaster

• Traditional Connemara Stamp with Competition Experience

• Future Event Horse with Scope and Presence

• Experienced Hunter Ready for the Season Ahead

Don't forget your three advert highlights.

These sit alongside your photograph and title in the HorseQuest listings and are often one of the first things buyers read before deciding whether to click through.Use them to showcase key selling points such as competition results, points, qualifications, breeding, temperament or experience.

Ask yourself: if a buyer only looked at your photograph, title and three highlights, would they understand what makes your horse special?

2. Lead with Your Best Photo

Your main photograph is the first thing buyers see when browsing listings, so it's worth giving this some thought.

If you have a high-quality competition photograph that showcases the horse doing its job, this will often perform extremely well. However, not every horse has a professional competition portfolio, and that's absolutely fine.

In those cases, a well-presented conformation photograph can be a great choice. A horse standing square, on level ground, in good light and against an uncluttered background allows buyers to assess the horse clearly and often generates strong engagement.

Whatever image you choose, make sure it's sharp, well-lit and shows the horse at its best. Avoid heavily edited images, filters or photographs where the horse is obscured by other horses, people or busy backgrounds.

3. Choose Your Supporting Photos Carefully

You don't need dozens of photographs to create an effective advert.

A strong selection would typically include:

• Your chosen main image

• One or two competition photographs (where applicable) or clear ridden photographs

• A good quality conformation photograph

• A smart headshot

  
  

Together, these images help buyers build a complete picture of the horse before making contact.

4. Add a Quality Video

A good video can be one of the most powerful tools when selling a horse.

While photographs grab attention, video allows buyers to assess movement, way of going and temperament before arranging a viewing.

Try to include footage that honestly represents the horse and its experience. Depending on the type of horse, this might include flatwork, jumping, hacking, loading or competition footage. You don't need professional editing or dramatic music — clear, straightforward footage is often the most effective.

Here's just an example:

https://www.youtube.com/watch?v=EhHPhszNSIQ

5. Cover All the Basics

The HorseQuest advert template is designed to guide you through all the key information buyers are looking for, with dedicated sections covering everything from height and age to price and location.

Take the time to complete as much information as possible. The more detail you provide, the more confidence buyers are likely to have when making an enquiry.

Remember, buyers are often comparing multiple horses at once. A complete advert is far more likely to hold their attention than one with missing information.

6. Price Realistically

Pricing a horse can be one of the most challenging aspects of creating an advert. One of the simplest ways to sense-check your asking price is to spend some time browsing HorseQuest.

Search for horses with similar characteristics to your own — age, height, breeding, experience, competition record and discipline — and look at the range of prices being advertised.

You'll always find a few anomalies at either end of the market, but patterns quickly begin to emerge. This can help you understand where your horse sits within the current marketplace and whether your asking price feels realistic to buyers.

If you're unsure, it's often better to spend time researching the market before publishing your advert than having to make significant price adjustments later.

7. Describe the Horse's Strengths

Tell buyers what makes the horse special. Rather than simply saying "good to hack" or "lovely temperament", provide examples.

Instead of:

"Good to hack."

Try:

"Hacks alone and in company and is happy in open spaces and traffic."

Instead of:

"Suitable for Pony Club."

Try:

"Competed successfully at Pony Club rallies, camps and area competitions."

Specific details help buyers understand exactly what the horse has done and whether it might suit their requirements.

8. Explain What the Horse Is Looking For

Not every horse suits every rider. Being clear about the type of home and rider the horse would suit often leads to better matches and fewer unsuitable enquiries.

For example:

• Ideal grassroots event horse

• Would suit an ambitious teenager moving onto horses

• Confidence-giving allrounder

• Talented young horse for someone wanting to produce their own

• Genuine family horse looking for a varied home

• Experienced schoolmaster ready to teach its next rider

  
  

The clearer you are, the easier it is for buyers to picture themselves with the horse and determine whether it might be the right fit before making contact. Being realistic here benefits everyone. A horse that thrives with a confident, experienced rider should be advertised as such, just as a genuine confidence-giver should be highlighted.

9. Include Relevant Competition Results

Achievements help demonstrate experience and ability. Whether it's British Eventing results, British Dressage points, British Showjumping winnings, Pony Club achievements or championship qualifications, include enough information to showcase the horse's record and potential. You don't need to list every result, just enough to highlight the horse's experience and success.

10. Highlight Any Extras Included in the Sale

While buyers are primarily focused on finding the right horse, additional benefits can help your advert stand out and answer common questions before they even pick up the phone.

Consider mentioning anything that may be included in the sale, such as:

• Tack and saddlery

• Rugs and equipment

• Transferable insurance policies

  
  

One example is an existing lifetime insurance policy. If your horse is insured with Agria Lifetime Equine Insurance, this is worth mentioning, as the policy may be transferred to the new owner when the horse is sold^.

For buyers, this can offer continuity and peace of mind. Rather than starting a new policy from scratch, they have the option to take over the existing cover, subject to the insurer's terms and conditions.

A simple line in your advert such as: "Insured with Agria Lifetime Equine Insurance, with the option for the policy to be transferred to the new owner." could help your advert stand out and answer an important question before it's even asked.

Likewise, if a well-fitting saddle, full wardrobe of rugs, or other equipment is available by separate negotiation or included within the asking price, make this clear in your advert.

These details won't necessarily be the deciding factor in a sale, but they can add value, reduce uncertainty for buyers, and help your horse stand out amongst similar adverts.

11. Make It Easy to Get in Touch

Most serious buyers will ultimately want to pick up the phone and have a conversation, but many appreciate the opportunity to ask a few initial questions before making that call.

That's where the HorseQuest WhatsApp feature can be particularly useful. It allows buyers to make contact instantly, whether they're browsing adverts during a lunch break, travelling, or simply unable to make a phone call at that moment.

Quick, convenient communication often leads to more enquiries and can help buyers feel confident enough to arrange that all-important viewing. As always, responding promptly to enquiries gives you the best chance of keeping buyers engaged.

12. Don't Be Afraid to Update Your Advert

If you're not getting the response you expected — or perhaps not attracting the right type of enquiries — don't just let your advert sit there.

One of the biggest advantages of advertising on HorseQuest is that you can make unlimited changes to your advert throughout its advertising period.

Sometimes small changes can make a surprisingly big difference. A stronger main image, a new video, a clearer title or a revised description can completely transform how buyers engage with your advert.

If something isn't working, change it. Review your photos, revisit your wording and consider whether you're highlighting the horse's strongest qualities.

Don't waste your advertising period — keep refining your advert until it's working as hard as possible for you.

Final Thoughts

Selling a horse isn't just about finding a buyer — it's about finding the right buyer.

Clear photographs, quality video and an informative description will help your horse stand out, attract serious enquiries and ultimately find the best possible home.

And remember, you're not on your own. If you need help creating your advert, choosing the right category, adding media, or simply want a second opinion, the HorseQuest team is always on hand to help. You'll find a real team behind the scenes, available by phone, email and WhatsApp to answer questions and help you get the very best from your advert. So feel free to get in touch with us. 

After all, helping buyers and sellers make successful matches is what we've been doing for over 26 years!

 Follow the link below to place your HorseQuest advert today:

Click Me

---

^Policy transferable provided there is no break in cover. Agria will re-quote for the policy based on the new owner's details. Territorial limits apply. Agria Pet Insurance Ltd is authorised and regulated by the Financial Conduct Authority. Our insurance policies are underwritten by Agria Försäkring who is authorised and regulated by the Prudential Regulatory Authority and Financial Conduct Authority. Exclusions, excesses and cover limits apply.