Selling a Dressage Horse - Top Tips from Lucinda Elliott

International Dressage rider & HorseQuest ambassador, Lucinda, talks us through her top tips from writing your advert to presenting the horse at a viewing.

Preparing the advert

Your advert is your first opportunity to make a strong impression, so it needs to catch people’s attention straight away. It’s your chance to highlight your horse’s best qualities and show what makes them stand out from the crowd.

When I put together a sales advert, high quality images are always a priority. Good photos can make all the difference. These might be taken at competitions to demonstrate experience and performance, or professionally shot images that show the horse in their best light. 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.

It’s also important to include key information about the horse’s career highlights and achievements. Clear, honest details about temperament are essential, how they are to ride, who they would suit, and what they are like in different environments. Don’t forget to share something about their character too. Buyers aren’t just purchasing ability; they’re investing in a partnership, so understanding the horse’s personality is just as important as their performance record.

A well thought out advert builds confidence and sets the tone for the whole sales process.

Preparing for viewings

Viewings are where a buyer really connects with a horse. It’s your chance to show them not just the ability and training, but the personality and overall experience of owning that horse. Creating the right first impression and a calm, professional atmosphere can make all the difference.

I always ensure the horse is beautifully turned out bathed, groomed, and standing ready in a tidy stable. I like buyers to first see the horse relaxed and content in their environment, as this gives a true sense of their temperament and stable manners. Often, this is where a horse’s personality really shines through. Many of mine are naturally affectionate, which is something I love and it’s important for buyers to see that friendly, willing nature. After all, they’re not just looking for talent; they’re looking for a partner.

Turnout under saddle also makes a significant difference. Present the horse appropriately for their discipline and market. As my focus is dressage horses, I like mine to be turned out in whites so they look polished and professional. A smart, correct turnout shows attention to detail and sets the tone for a serious, well managed sale.

When it comes to riding, I always present the horse first. This allows me to show them at their best, demonstrate where they are in their training, and give the buyer a clear, safe understanding of what to expect. It also helps the client assess whether the horse feels like the right fit before they get on.

Once the client rides, I make sure I’m available to support and guide them. I know the horses well and can help bring out their strengths, but I’m equally happy to step back and allow the rider time to explore and get a genuine feel for them. The goal is for the buyer to leave feeling confident, informed, and excited about the partnership ahead.

Before you get started...

When preparing a horse for sale, I believe it’s essential to know them inside out. You need to understand their strengths, their quirks, their way of going, and their personality so you can give a clear, honest, and informed opinion. Transparency builds trust, and that trust is vital in any successful sale.

I also make sure each horse is genuinely happy and confident in their training before they are advertised. For me, it’s incredibly important that horses go on to find the right homes and that buyers feel they are purchasing a horse who is well-established, secure in their work, and ready to step into their next chapter. A horse that feels confident and settled will transition far more smoothly into a new environment.

A competition record is another valuable asset. It demonstrates consistency, experience, and an ability to perform in different environments. Competing also allows me to give honest, first-hand feedback on how the horse behaves at shows from the warm-up to the arena which is information buyers greatly appreciate.

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You can view Lucinda's current adverts on HorseQuest here.

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