What to Include in a Horse Listing: The Complete Guide

Your horse listing is your sales pitch, your first impression, and often your only chance to capture a buyer's attention. A well-crafted listing can mean the difference between selling quickly at your asking price and watching your horse languish on the market for months.

This guide covers everything you need to include in a horse listing that attracts serious buyers and closes sales.

The Anatomy of a Perfect Listing

1. A Compelling Title

Your title is the first thing buyers see. Make it count.

Effective title formula:

[Key Selling Point] + [Breed] + [Primary Use/Quality]

Examples:

• "Bombproof Quarter Horse Trail Partner"
• "17h Warmblood Jumper, Competed to 1.10m"
• "Gentle AQHA Mare, Perfect for Beginners"
• "Registered Morgan, Dressage Trained to Second Level"

Avoid:

• ALL CAPS (looks spammy)
• Excessive punctuation!!!
• Vague titles ("Nice Horse For Sale")
• Too much information crammed in

2. Essential Specifications

Every listing needs these basics:

The must-haves:

• Breed: Include registration if applicable
• Age: Years and months if young
• Height: In hands (and centimeters for international buyers)
• Sex: Mare, gelding, stallion
• Color: Use breed-standard terminology
• Price: Or "Contact for price" (though specific prices get more inquiries)
• Location: City/region and state

Registration details:

• Registry name
• Registration number
• Papers available: Yes/No
• Transfer included: Yes/No

3. Training and Experience

This is what buyers really want to know:

Training level:

• Discipline(s) trained in
• Years of training
• Professional trainers worked with
• Current skill level (be honest)

Under saddle experience:

• Walk/trot/canter confirmed
• Lead changes (simple, flying, auto)
• Collection level
• Trail experience
• Traffic exposure
• Water crossings
• Arena vs. outdoor work

Ground manners:

• Leads/ties
• Stands for farrier
• Stands for vet
• Ground drives (if applicable)
• Liberty work

Show record:

• Highest level competed
• Significant placings
• Points or awards earned
• USEF/breed show numbers

4. Temperament and Personality

Help buyers envision life with your horse:

Temperament descriptors:

• Energy level (quiet, moderate, forward)
• Spookiness (bombproof, sensible, can be reactive)
• Work ethic (eager, willing, lazy, hot)
• Intelligence (quick learner, needs repetition)
• Independence (buddy sour, independent, herd-bound)

Specific behaviors:

• Good with other horses
• Good with dogs, livestock, wildlife
• Behavior in new environments
• Trailering behavior
• Behavior for mounting/dismounting
• Attitude toward work

Honest quirks:

Everyone wants to know the "catch." Address it proactively:

• "Can be cinchy but settles quickly"
• "Best with regular work, gets fresh with time off"
• "Prefers experienced riders but is safe with supervision"

5. Health and Soundness

Transparency builds trust:

Current health status:

• Sound/serviceably sound/unsound
• Current on vaccinations
• Current Coggins
• Dental status
• Weight/condition

Health history:

• Previous injuries or surgeries
• Chronic conditions
• Maintenance requirements
• Medications

Available records:

• Vet records: Yes/No
• X-rays available: Yes/No
• Past PPE results: Yes/No

6. Care Requirements

Practical information for buyers:

Current care:

• Feeding program
• Turnout situation
• Blanketing needs
• Farrier schedule (shoeing/trimming needs)

Special needs:

• Dietary restrictions
• Climate preferences
• Social preferences (pasture vs. stall, solo vs. herd)

Photography Guidelines

Required Photos (Minimum 10)

Conformation shots:

1. Left side, standing square
2. Right side, standing square
3. Front view
4. Rear view
5. 3/4 front angle

Detail shots:

1. Head/face close-up
2. Front legs
3. Hind legs
4. Feet (all four, including soles if possible)
5. Any distinctive markings

Action shots:

1. Walk
2. Trot
3. Canter
4. Under saddle (multiple angles)
5. Discipline-specific work

Photo Quality Checklist

Before the shoot:

• Horse thoroughly groomed
• Mane/tail detangled
• Feet picked and cleaned
• Coat shiny (show polish if needed)
• Tack clean (if using)

During the shoot:

• Natural lighting (avoid harsh midday sun)
• Neutral background
• Handler dressed neatly
• Horse standing on level ground
• Ears forward (use attention-getters)

Technical requirements:

• Horizontal orientation
• High resolution
• In focus
• Properly exposed
• No filters that alter color

Common Photo Mistakes

Avoid:

• Blurry or dark photos
• Horse not squared up
• Unflattering angles
• Cluttered or messy backgrounds
• Photos that don't match description
• Old photos (use recent only)
• Overly edited images

Video Requirements

Video is nearly mandatory in today's market.

Essential Video Content

Minimum video (3-5 minutes):

1. Walk in hand (both directions)
2. Trot in hand (both directions)
3. Walk under saddle (both directions)
4. Trot under saddle (both directions)
5. Canter under saddle (both directions)

Enhanced video (add as applicable):

• Jumping (various heights)
• Lateral work
• Trail/outside footage
• Ground manners
• Trailer loading
• Handling (catching, grooming, tacking)

Video Quality Tips

Do:

• Use tripod or steady hands
• Film in good lighting
• Show complete gaits (not just clips)
• Include both directions
• Minimize wind noise
• Keep it current (within 30 days)

Don't:

• Shaky handheld footage
• Background music drowning out hoofbeats
• Over-edited content
• Footage from years ago
• Only "best moments"

Writing the Description

Structure Your Description

Opening hook (1-2 sentences):

Grab attention with your horse's biggest selling point.

Example: "True unicorn alert—this 15.2h Quarter Horse gelding has packed beginners on trails for five years without a single spook or stumble."

Overview paragraph:

Summarize who this horse is and who they're perfect for.

Detailed sections:

• Training and experience
• Temperament and personality
• Health and soundness
• Care and management
• Practical information

Closing call to action:

What should interested buyers do next?

Writing Tips

Be specific:

• "Competed at Training Level dressage with scores averaging 67%" beats "Dressage trained"
• "Has packed children ages 6-12 on weekly trail rides" beats "Good with kids"

Be honest:

• Address limitations upfront
• Turn negatives into positives when possible
• "Best with consistent work" is better than surprising buyers later

Use active voice:

• "She loves trail riding and confidently crosses water" not "Water can be crossed by her"

Avoid:

• Excessive abbreviations
• ALL CAPS
• Multiple exclamation points!!!
• Jargon without explanation
• Vague claims without specifics

What to Include for Different Buyers

For Beginner Buyers

Emphasize:

• Safety record
• Patience and forgiveness
• Experience with novice riders
• Ground manners
• Trail exposure
• "Husband safe" / "Kid safe" qualities

For Competition Buyers

Emphasize:

• Specific competition record
• Scores and placings
• Training with recognized professionals
• Potential for advancement
• Current competition fitness
• USEF/breed organization numbers

For Trail Riders

Emphasize:

• Trail miles and experience
• Traffic/obstacle exposure
• Stamina and conditioning
• Behavior in groups and alone
• Water crossing confidence
• Camping/overnight experience

For Breeding Programs

Emphasize:

• Bloodlines and pedigree
• Breeding history (mares)
• Offspring accomplishments
• Genetic testing results
• Reproductive soundness
• Registration and eligibility

Pricing Strategies in Listings

Show the Price

Listings with prices get more inquiries than "Contact for price":

• Buyers can immediately qualify themselves
• Shows confidence in your horse's value
• Saves time on non-serious inquiries

Pricing Presentation

Options:

• Firm price: "$15,000"
• Negotiable: "$15,000 OBO" or "$15,000 negotiable"
• Range: "$12,000-$15,000 depending on terms"
• Contact: "Contact for price" (use sparingly)

Creating Your Listing on Bridleway

Ready to create a listing that sells? Here's how Bridleway helps:

Our listing format includes:

• Guided fields for all essential information
• Photo and video upload with optimization
• Search-friendly structure
• Mobile-optimized display
• Direct messaging with buyers

During our beta, all listings are free. This is the perfect time to get your horse in front of thousands of potential buyers.

Create Your Free Listing →

Need help with your listing? Contact our team for personalized guidance on presenting your horse effectively.