So, you have to sell SOMETHING

I meant to include this, along with some other "conclusions", in our last Market Update (see here), but at four pages single- spaced I figured I had likely bored our Sellers enough for one report.

This conclusion is for those of you that truly have to sell an animal (or two or three). Truly have to as in, board/mortgage/feed bills depend on it, and something has Got. To. Go. I know when you look at that herd of money grubbers in the field you already have the likely sale candidates in mind: The OTTB you thought was such a steal two summers ago, Mr. Jack of All Trades that's brought the barn countless ribbons in moderate company, the young jumper that no fence can contain but has a brain as stupid as his scope, the plain bay 3' foot hunter that's just kind of . . . well, eh.

You're willing to cut your losses and part with any of those. Maybe a tear will shed, maybe you love them, but they're never going to achieve your riding goals.  They're choice seems so obvious.

What you are not willing to part with is that gorgeous 4 year old, clipped and gleaming in a sunny, padded paddock all to himself. He just returned from IHF Finals with ribbons and his sanity intact. Within that chromed coat lies all your dreams . . . HOTY, WEF, a dozen acronyms of achievement run through your mind.

You'll live on ramen before you sell him.

So let's think about this: Your secure shelter, the health of your remaining herd, or heck, your kids, depends on a successful sale in the near future.  You have two months of funds for essentials left in savings and bills are already arriving in various shades of red. You have unfortunately given up your right to subjectivity and preference in this decision.

Sellers in this situation need to remove themselves from the equation and evaluate each horse, and the marketing tools that accompany it, objectively. Grab the photo albums, the dvds, log on to USEF and print the records for each horse. Watch every round without bias, critique them and take notes - I use something like a judge's card when I preview videos; noting every tight distance, late change, head toss, ear pin, etc. in the round, and then score appropriately. Go through photos for all of the horses, remembering that one great shot is far superior to four mediocre ones, and set aside any that are suitable for promotion. Take your highlighter to the USEF record and mark any Tricolors or substantial wins/placings. Note any gaps in the record- these are serious alarms to Buyers. Note low ribbons in small company, and honestly consider the value of a win in a class of four. Outline these in a resume for each horse, list their accompanying video scores and collate with the acceptable marketing pictures. Now take a break, preferably overnight, and prepare to strip yourself of any emotion for the rest of the process.

Evaluate your goal: To generate as much money in as little time possible. Evaluate the market: Slow and picky with substantial price reductions across the board for anything less than amazing. Evaluate your stock and the marketing tools that accompany it.

The OTTB you were too busy (or broke) to put a show record on it, and thus has no show photos or video? Expect to get no more than what you paid for it.  

The young jumper that approximately 1 in 50 people can get around? You might have some stellar pictures, but consider the likelihood that you'll find 50 people to give the horse a shot.

The plain bay 3' hunter, safe but has an army of mediocre photos and moves like a sewing machine? Imagine him on a web site next to a dozen other horses with white markings, good knees or a 10 trot. He is absolutely forgettable, the click-through factor is nill. You'll be lucky to get 10K.

What you do have that's actually of worth in a market such as this: Mr. Jack of All Trades: He has 2 truly good photos - not a world beater but form is safe, correct and not unattractive. His record spans 5 years and 3 riders, all of which received their fair share of ribbons and wins. At some point he was state-wide Champion in the Childrens Hunters, while another kid won her Mini Medal Final on him. A monkey can win with him at the Local level, while a savvy rider can learn, move up, and eventually get their feet wet without embarrassment in the Rated rings. He has plenty of show footage to chose from and at least 1 or 2 winning rounds in there. This horse is your quick sale:He won't bring you a ton of money (think $25-50K depending on location and ability to do 3'6", and assuming he can pass the vet), but he is a good guy that any trainer can pick up and keep mounted without adding another tune or 3am lunge to their schedule.

And then there's your baby, your pride and joy, your dream on four legs. Mr. Fancy Pants. He's so gorgeous even a well done head shot will intrigue Buyers enough to click-through. His record is sparse but shows he's traveled well and placed in-hand.  As a 4 y.o. showing for the first time indoors at IHF Finals he's overjumping by a foot-and-a-half in the video, but the fact he jumped around at all, and even better got a ribbon, provides enough encouragement for Buyers to investigate more. He literally floats across the ground and jumps around at home in nonchalant but promising style, so well-shot schooling footage nicely rounds out his media package. This horse is your money-maker. He may not sell as quickly as the cheapie above, but there are still plenty of equestrians out there that haven't been dealt a financial blow in this mess, and they'd love to pick up a quality youngster to the tune of $50-$75K.

Turn the rest of them out on pasture board. Bring in Mr. Jack and Mr. Fancy and keep them tuned, fit and show ring ready. Consider your marketing options and your marketing presentation and spend a weekend putting it all together. Release it to the public and monitor the results. If you are getting no response reevaluate your media and/or your price, or the platform from which you are marketing. Make the necessary adjustments, keep the information up to date, add new photos and details when available. With any luck Jack will find a new home quickly and provide a brief financial reprieve while you await the more moneyed buyer for Fancy.

If you are at the point where a successful sale translates to food on your table you must realize that the most appealing horse to you is also the most appealing horse to Buyers.

Comments

[Anna]

Interesting piece. But what if the senario is that of many horse owners, where you only have the 1 to sell?

[dags]

Then fortunately you don’t have to make the difficult decision of choosing one. If you’ve got one to sell that just isn’t moving that’s probably another blog topic, or several I guess, as I can think of numerous factors that could impact your success – price, media, location, connections, etc. etc. I do plan to begin addressing those, especially pricing as the whole standard for it has changed a bit.