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Whether you're an experienced horse dealer or selling a horse for the first time, this comprehensive guide will help you sell your horse professionally, quickly, and at the best price through online marketplaces.
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The equestrian sport and industry has undergone a tremendous transformation in recent years. Where horses were previously sold mainly through traditional channels such as dealer stables, auctions, and word-of-mouth, the online market has now become the dominant force. Platforms like Paardplaats.nl offer owners the opportunity to present their horses to thousands of potential buyers without geographical limitations, reaching audiences across Europe and worldwide.
However, selling a horse is more than just posting an advertisement online. Whether you're selling a sport horse, a recreational horse, a young mare for breeding, or a school horse ready for retirement - every sale requires careful preparation, honest communication, and professional presentation. In this guide, we'll take you step by step through the entire process of selling horses, from the first photos to signing the sales contract.
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Before you even start taking photos or writing an advertisement, it's essential to have all necessary documentation in order. Professional buyers and serious prospects will always ask for these documents, and having them readily available demonstrates your reliability and professionalism.
The horse passport is by far the most important document. This official document contains the complete identification of the horse, including microchip number, identification chart, vaccination history, and ownership transfers. Ensure all vaccinations are up-to-date and correctly registered. Also verify that your name is correctly listed as owner, because without correct ownership registration, you legally cannot sell the horse.
Veterinary documents are crucial for transparent sales. Collect all available X-rays, especially of the legs, hooves, and back. Buyers of sport horses, particularly in dressage and jumping disciplines, place enormous value on recent X-rays. Ideally, these should be no older than 6-12 months. If your horse has undergone specific veterinary treatments, such as arthroscopy, treatments for laminitis, or other surgical procedures, document this carefully with veterinary reports.
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Clinical examination is often a prerequisite for more expensive horses. Although this usually comes at the buyer's expense, having a recent clinical examination report (no older than 3 months) can significantly speed up the sale. This shows you have nothing to hide and gives potential buyers confidence. A comprehensive clinical examination includes a general health check, limb examination, flexion tests, and often also an endoscopy of the airways.
If your horse has been active in sports, collect all relevant documentation. This includes competition records, competition results, points earned in different classes, and any breed association ratings or approvals. For broodmares, studbook papers, inspection reports, and embryo/breeding certificates are important. For young horses that have completed performance tests, these scores are valuable selling points.
Stable records and training logs can also be useful, especially for young horses in training. This gives buyers insight into how systematically the horse has been trained and what progress it has made.
In the online world of horse sales, photos are absolutely the most important element of your advertisement. Research shows that advertisements with professional, clear photos attract up to 300% more viewers than advertisements with poor or few photos. Potential buyers scroll quickly through dozens of advertisements, and your photos have only a few seconds to capture their attention.
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The best time for horse photography is during the "golden hour" - the first hour after sunrise or the last hour before sunset. The light is then soft and warm, flattering the horse and giving a natural shine to the coat. Avoid photographing in the middle of the day with bright sunlight, which creates harsh shadows and hides details. Overcast days can also be excellent, as the cloud cover functions as a natural softbox and provides even lighting.
A horse must be perfectly groomed for the photo shoot. This means thorough grooming until the coat shines, brushing the mane and tail (or braiding for a formal look), picking and oiling hooves, and removing any stains. For grays and light-colored horses, it's sometimes necessary to bathe the day before. Eyes must be clear and free from sleep or dirt. Any hoof damage, scratches, or swelling should be treated or healed before photos - or you must be honest about these imperfections in the advertisement text.
Standing photo from the side is the most crucial photo of all. Position the horse on flat, clean ground with legs neatly placed - front leg on the camera side slightly forward, hind leg on the camera side slightly back. The horse should stand "square" with head alert and ears forward. Photograph from a slightly elevated position (stand on a mounting block or small elevation) to get the right angle. The horse should fill the entire frame without cut-offs. This photo shows the complete conformation and build of the horse.
Standing photo from three-quarter front shows the forehand, shoulder, and expression of the head. This angle is essential to assess withers height, neck set, and balance of the front body. Ensure the furthest front leg is visible and not hidden behind the nearest leg.
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Standing photo from three-quarter rear presents the hindquarters, croup height, and width of the hips. This is especially important for broodmares and sport horses, where a strong hindquarters is essential for performance.
These photos are an absolute must, especially when selling sport horses. Professional buyers and their advisors study these photos carefully to detect any defects, old injuries, or structural weaknesses.
Front leg photos: Take close-up photos of both front legs from the front, from the side, and from three-quarter angles. Ensure joints (knee, fetlock, pastern) are clearly visible. Pay attention to straightness of leg conformation - any deviations like being cow-hocked, sickle-hocked, or dropped fetlocks will be visible and must be honestly mentioned in the advertisement.
Hind leg photos: Photograph the hind legs in the same way - from behind, from the side, and from three-quarter angles. The hock joints are critical areas that buyers carefully inspect, especially for jumping horses.
Hoof close-ups: Take clear photos of all four hooves. Photograph each hoof from the side (to show hoof angle and length), from the front (to see any asymmetric growth or asymmetry), and from underneath (to assess the frog, sole, and quality of the hoof horn). Well-maintained hooves with regular shoeing indication give a positive impression.
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Several close-up photos of the head are essential to show expression, character, and eye expression. Photograph the horse from the front with alert ears, from the side to show the profile, and from a three-quarter angle. These photos give buyers a sense of connection with the horse and show personality. A sweet, intelligent look can make the difference for buyers seeking a special bond.
In addition to standing photos, photos of the horse in movement are indispensable. These show natural movement mechanics, rhythm, suspension, and athletic capabilities.
Walk, trot and canter at liberty: Let the horse move freely in an arena or paddock and photograph it in all three gaits. Trot is particularly important because this gait provides the most information about mechanics and moment of suspension. Photograph from the side to see the complete movement of all four legs.
Free jumping photos: For jumping horses, free jumping photos are very valuable. These show natural jumping technique, use of the body over the jump, folding of front legs, and suppleness of the back. Use a professional free jumping lane with different heights. Photograph from the side to see the complete arc, and from a slightly elevated position for the best perspective.
While photos are essential, videos are the ultimate way to present your horse. Videos show movement, character, training capabilities and give potential buyers a much more complete picture than static photos ever can. Market research shows that advertisements with professional videos generate up to five times more responses than advertisements without videos.
Regardless of discipline, there are some basic principles for good horse videos. Use a stable camera or smartphone with good image quality (minimum 1080p, preferably 4K). A gimbal or stabilizer prevents shaky footage. Film on a day with good light, and just like with photography, overcast weather is often ideal because it provides even lighting without harsh shadows.
Audio is also important - the sounds of hoofbeats, breathing, and communication between rider and horse provide valuable information. Avoid locations with disturbance such as busy roads, machinery, or strong wind that disturbs the sound.
Each video should start with a calm introduction of the horse - name, age, sex, breed, and height. This can be via text overlay or voice-over. The video should ideally be 3-7 minutes long - long enough to show all aspects but short enough to maintain attention.
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For dressage horses, it's essential to systematically show all gaits and exercises the horse masters. Start with the horse in-hand in walk, trot and canter to show natural movement. This is especially important for young horses or horses with limited training.
Under saddle, you should start with a warm-up phase showing suppleness and contact. Then systematically film all gaits on both reins. For basic dressage horses, this means: working walk, working trot, working canter, and transitions. For more advanced horses: collected gaits, extensions, shoulder-in, travers, renvers, half-passes, and pirouettes. Film each exercise on both reins to show any asymmetries or preferences.
Use different camera positions: from the long side to see full movement, from the short side to assess the front and expression, and from a slightly elevated position (stands or balcony) to get the complete picture. Include some close-ups showing contact, mouth position, and expression of the horse.
End with a cooldown where the horse walks on long reins or free reins, demonstrating relaxation and trainability.
Jumping horses require videos showing their technique, scope, and attitude. Start with free jumping - this shows natural jumping technique without rider influence. Film from the side, slightly elevated, so the complete arc from approach, takeoff, moment in the air, and landing is visible. Use different heights and widths to show full scope.
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Under saddle: film the horse over a small course of 8-12 jumps at the level it currently performs. Vary the jumps: oxers, verticals, combinations, doubles, and water jump if applicable. Film from different angles to see complete technique. A slow-motion recording of some jumps is very valuable because it shows details of leg use, back power and technique.
Also show the canter between jumps, response to aids, and maneuverability. For more experienced jumping horses, a video of an actual competition can be very convincing because it shows performance capability under pressure.
Eventing horses must be filmed in all three phases. Make separate videos for dressage, show jumping, and cross-country, or combine them in one longer video with clear segments. The dressage and jumping videos follow the principles described above.
For cross-country, it's essential to show the horse over solid obstacles - natural logs, rails, water, ditch, and banks. This demonstrates courage, confidence and cross-country ability. If it's not possible to film cross-country training, then free jumping over natural obstacles in an outdoor arena is a good alternative.
For recreational horses, the focus is on reliability, character, and versatility. Film the horse in different environments: in the arena, in outdoor terrain, alone and in groups. Show how the horse handles different situations such as traffic, bicycles, dogs, strollers, and other stimuli.
Care moments are also valuable: show the horse during grooming, hoof picking, tacking up, and loading in a trailer. This gives buyers confidence in ease of handling. If the horse is suitable for beginner riders, then show how it behaves with an inexperienced rider.
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For young or unstarted horses, focus on potential, natural ability, and basic character. Film the horse at liberty to show movement quality. Follow the horse in different situations: in the stable, in the paddock, during interaction with other horses, and during basic handling like haltering, leading, giving hooves, and loading.
If the horse has had basic training such as lunging or free work, show this extensively. Demonstrate how the horse learns, how responsive it is, and how it handles new situations. For foals and yearlings, videos of play, canter at liberty, and interaction with peers are valuable.
Determining the right asking price is perhaps the most difficult but also most crucial decision in the sales process. Too high a price scares off potential buyers and ensures your advertisement stays online for months without results. Too low a price means you're leaving money on the table and can even create suspicion ("what's wrong with this horse?"). The ideal price is in the sweet spot where supply and demand meet.
The age of a horse has enormous influence on value. Horses between 7-12 years in full training and at their peak performance generally have the highest value. Young horses (3-6 years) with talent and good training can be very valuable, but their price also reflects the risk and investment still needed. Horses older than 13 years decline in value unless they have exceptional sport performance or are perfectly suited as a school horse.
Training level is directly linked to price. A horse successfully competing at advanced level dressage or jumping 1.40m courses is worth many times more than a horse with basic training. Document the level carefully with competition results, certificates and videos of tests or courses.
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Breed has significant impact on price. KWPN, BWP, Selle Français, Hanoverian, Holsteiner and other recognized sport horse breeds generally have higher value due to their performance-oriented breeding. Horses with strong pedigree - offspring of approved stallions or performance-oriented mare lines - are worth more. Always mention the sire and dam line, and any known sport horses in the pedigree.
For broodmares, studbook predicates are crucial. Star, preferent or keur predicates add considerable value. Elite and performance predicates increase value further. Filly foals with good pedigree and correct conformation can already have considerable value purely on their breeding value.
A clean veterinary history is worth its weight in gold. Horses without old injuries, chronic conditions, or significant veterinary history can command top prices. However, honesty is crucial. A horse with a treated and healed injury can still be sold well, but the price must reflect the history.
Chronic issues such as recurring colic, respiratory problems, previous laminitis, or arthritis significantly lower value. Horses requiring medication for maintenance (such as gastric acid inhibitors, anti-inflammatories, or inhalation medication) are harder to sell and worth less.
A horse with a golden character - easy to handle, reliable, and suitable for different rider levels - is considerably more valuable than a talented but difficult horse. For amateur riders, especially less experienced riders, a reliable character is often more important than maximum sport performance.
Horses suitable for children or beginner riders are in a special category. These "safe to ride" horses can maintain stable prices even at older ages, because demand for safe horses is high. A 16-year-old horse perfect for a child can fetch more than an 8-year-old talent with a difficult character.
Generally, geldings are most sought after for sport and recreation due to their stable character and ease in group housing. Mares can be priced slightly lower but have additional value if they have breeding value. Stallions are specialized and aimed at breeders or very experienced riders - their market is narrower but for approved sport stallions with performance the price can be extremely high.
Before determining a price, you must do thorough research into comparable horses on the market. Search on Paardplaats.nl and other platforms for horses with:
Note that you look at horses actually sold, not just asking prices. A horse can be advertised for €25,000 but sold for €18,000. Ask advice from professionals such as dealers, instructors, or appraisers if you're in doubt. A professional appraisal costs money but can pay for itself through faster sale at a realistic price.
Asking price vs. Minimum price: First determine your absolute minimum price - the amount below which you don't want to sell the horse. Your asking price can be 10-15% higher to leave room for negotiation. Many buyers expect to be able to negotiate, and a small discount gives them the feeling of a good deal.
"Price on application" pricing: For very expensive horses (above €50,000) or horses with special circumstances, "price on application" or "price on request" is often chosen. This can make sense but also scares off buyers who don't want to spend time requesting information if the horse is outside their budget. Consider carefully whether this strategy suits your situation.
Price reductions: If your horse hasn't sold after 6-8 weeks, you must consider lowering the price. A small reduction (5-10%) can generate new interest. An advertisement that's been online for months at the same price is considered "old news" and gets viewed less and less.
A good advertisement combines honesty, completeness, and professional presentation. The goal is to provide all necessary information so serious buyers can immediately assess whether the horse is suitable, without being put off by vagueness.
The title is the first thing potential buyers see. It must be informative and attractive. Mention the most important characteristics: breed, sex, age, discipline, level. For example: "KWPN Gelding 8 years - Advanced Dressage - Character 10/10" or "Talented BWP Mare 5 years - 1.20m Jumping - Amateur Friendly".
Avoid excessive superlatives or vague terms. "Unique", "absolute top", or "wonder horse" don't sound serious. Be specific and factual.
Start with a short, strong opening sentence that captures the essence of the horse. For example: "For sale due to circumstances: 9-year-old KWPN gelding with exceptional character and proven advanced dressage qualities, ideal for ambitious amateur." Or: "Beautiful 6-year-old BWP mare with international jumping genes and unlimited possibilities, seeks sporty rider for further career."
Systematically present all basic data:
This is one of the most important sections. Describe the character honestly and in detail. Give concrete examples: "Well-behaved in group housing, respectful but friendly in handling, stands patiently for the farrier" is much more useful than "sweet horse". Be honest about characteristics that can be challenging, but frame this positively where possible: "lively and forward, requires a confident rider" is better than "sometimes spicy".
Describe behavior in different situations: in the stable, during grooming, under saddle, in the field, during transport, at the vet and farrier, and at competitions. Mention whether the horse is suitable for children, beginners, advanced, or experienced riders.
Be very specific about current level and history. For dressage horses: which exercises does the horse master, at what level has it competed, what are the strong points and work points? For jumping horses: up to what height does the horse jump, how is the technique, what experience does it have with courses and competitions?
Mention training frequency and routine: "trained 5x per week, of which 3x under saddle and 2x lungeing/free work" gives buyers insight into fitness level and routine. Describe which facilities the horse is accustomed to: indoor arena, lit outdoor arena, trail rides, training at different locations.
Honesty is absolutely crucial here. Any attempt to hide health problems will eventually come to light during a clinical examination, and permanently damage your reputation. Describe general health, vaccination status, and deworming schedule.
If the horse has a veterinary history, explain what happened, how it was treated, and what the current status is. "Had a minor leg injury in 2023, fully recovered with vet clearance, and has been competing without problems at advanced level since" is much better than concealing or being vague. Buyers appreciate transparency and a horse with a treated and healed injury can still be a great deal.
Mention any particularities such as: abnormal hoof conformation, old scars, minor enlargements that don't cause functional limitation, dietary specifications, or medication use. Also describe stable situation preferences such as whether the horse is better inside or outside, alone or in a group, and any allergies or dietary sensitivities.
Potential buyers want to know what to expect in daily management. Describe:
Be clear about who the horse is most suitable for. This helps prevent wrong matches and saves everyone time. For example: "Ideal for an ambitious young rider who wants to progress to higher level", or "Perfect for a recreational rider seeking a safe and comfortable partner for trail rides", or "Suitable for an experienced professional who wants to develop the horse further to Grand Prix level".
Buyers are always curious about why a horse is being sold. Honesty is also the best policy here. Acceptable and understandable reasons are: family circumstances, change of sporting ambitions, combination with other horses doesn't work, grown too big/too small for current rider, switch to other level or discipline, breeding career, or study choice.
If the reason is more complex, remain honest but diplomatic. "Horse needs more experience than current rider can provide" is respectful to both parties.
Close with practical information:
Write professionally but accessibly. Avoid jargon unless it's common in equestrian sport. Check for spelling and grammar errors - these give a sloppy impression. Use short paragraphs and subheadings for readability. A block of text of 1000 words without structure will not be fully read by anyone.
Be positive but realistic. Every horse has strengths and weaknesses. By honestly mentioning both, you build trust with potential buyers. An advertisement that only uses superlatives ("perfect in everything", "not a single flaw") sounds unbelievable.
Choosing the right sales platform can make the difference between a quick sale and a months-long process. There are various online marketplaces, each with their own target audience and advantages.
Paardplaats.nl specializes in the European and worldwide equestrian market and offers targeted exposure to serious buyers. The advantages of a specialized platform are numerous: visitors come specifically to search for horses, the advertisement structure is optimized for horse sales, and filters help buyers find exactly what they're looking for. The platform operates not only in the Netherlands and Belgium but has a strong European and global network, giving your horse international exposure.
Use all available features on the platform: upload the maximum number of photos, add videos, complete all information fields, and use relevant tags and categories. Many platforms offer premium advertising options where your advertisement appears higher in search results - this can be worth the investment for higher-priced horses.
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Virtually any type of horse can be sold online, but some categories are better suited than others for this sales channel:
Sport horses in training are ideal for online sales. Buyers of dressage, jumping, and eventing horses are accustomed to searching online and are willing to travel far for the right horse. These buyers are generally professional or very experienced and can assess a horse well based on videos and photos, meaning they're willing to show interest before visiting.
Recreational horses also sell excellently online, especially if they have a clearly defined profile: perfect for beginners, suitable for trail rides, well-behaved in groups, etc. The market for reliable recreational horses is large and these buyers actively search online.
Young horses with potential are a growing category in online sales. Breeders and dealers use online platforms to present their yearlings and three-year-olds to a wide audience. Videos of free jumping, movement style, and conformation are crucial for this category.
Broodmares with good pedigree and predicates often find their buyers online. The breeding world is internationally oriented and uses the internet as primary search channel.
School horses and lesson horses that have had their career in a riding school can find a second life online with private buyers seeking a safe, experienced horse for themselves or their child.
Understand who your ideal buyer is and target your advertisement accordingly. Different buyers search in different ways:
Amateurs and hobby riders often search on character, suitability, and safety. They filter on age (usually 8-15 years), rideability, and health. For this group, "safe to ride", "reliable", and "suitable for less experienced riders" are important search terms.
Young riders seek horses that can grow with them athletically. They're ambitious but still have limited experience. Horses between 8-14 years with proven qualities but not too difficult in rideability are ideal.
Professionals and dealers seek horses with resale potential or horses for their own sport. They filter on performance, pedigree, and age. For this group, concrete sporting results and videos of recent performances are essential.
Breeders seek mares with good pedigrees, predicates, and foaling history. For them, pedigree, conformation, and breeding history are the most important factors.
How you communicate with potential buyers can make the difference between a successful sale and missed opportunities. Speed, completeness, and professionalism in your communication are essential.
In the competitive horse sales market, a slow response can mean you lose a serious buyer. Try to respond within 3-6 hours to questions, and preferably within 1-2 hours. If you can't respond immediately, send a brief message that you've received it and when you can respond in detail.
Check regularly ALL possible communication channels:
It's frustrating for buyers if they don't get a quick response, and many will continue searching for other options if they have to wait days for an answer. Set up a special email or phone number for the sale if necessary, so you have all communication in one place.
Answer questions completely and in a structured manner. If someone asks multiple questions, number your answers so it's clear you've addressed everything. Add additional information that may be relevant, even if not specifically asked.
For example, if someone asks "Is the horse suitable for a beginner?", don't just answer yes or no, but give context: "Yes, the horse is very suitable for a beginner. He's calm and patient, forgives mistakes easily, and is well-behaved in all gaits. However, I would recommend the beginner takes occasional lessons, as the horse sometimes benefits from an experienced rider to refine his training. He's absolutely not dangerous or unpredictable for a less experienced rider."
Every question is an opportunity to build trust. Be honest about weaknesses or limitations. If someone asks whether the horse can be outside in winter and that's not ideal for this horse, say so: "The horse can be outside for short periods in winter, but prefers indoor housing at night because he has little undercoat and gets cold easily. In summer, outside 24/7 is no problem."
If you can't answer a question directly, say you need to check and come back with an answer. "Good question, I need to check with the vet when the teeth were last done. I'll get back to you within 24 hours" is much better than giving a vague or uncertain answer.
Be proactive in sharing additional information. If someone shows serious interest, offer to:
When someone wants to schedule a viewing, be flexible but also clear about conditions. Suggest having an informative phone call first - this saves both parties time if it turns out the horse doesn't fit what the buyer is looking for. During this conversation you can share more details and get a feel for whether the match is realistic.
For scheduling a physical viewing:
The viewing and trial ride are crucial moments in the sales process. This is when online interest is converted into an actual sale - or not. Preparation and professionalism are of the utmost importance here.
The horse must be in optimal condition for the viewing. This means:
Also ensure the horse is fed and exercised at the right time. A horse too full of energy can seem dangerous to a nervous buyer, while a horse that's just been worked hard and is tired won't show its best side. Ideal is a horse that's lightly exercised (lunged or ridden) about 30-60 minutes before the appointment.
Start with a brief conversation welcoming the buyer and asking about their background and wishes. This helps you tailor the presentation to their level and interests. Give a brief introduction about the horse, its history, and what they can expect to see.
Step 1 - Inspection in stable: Show the horse in the stable or paddock. This gives the buyer chance to observe build, conformation, and behavior at rest. Show how the horse lets itself be haltered, groomed, gives hooves, and tacked up. These basic handling actions say a lot about character and training.
Step 2 - Showing in movement: First show the horse in-hand or on the lunge in walk, trot, and canter. This shows natural movement without rider weight and reveals any irregularities. For sport horses, free jumping is also a good addition if facilities allow.
Step 3 - Demonstration under saddle: First ride the horse yourself, or have a trusted rider ride. Demonstrate all gaits, exercises, and the level the horse masters. Be honest and show both strong points and work points. A perfectly executed demonstration of what the horse can do gives the buyer confidence.
Step 4 - Trial ride by buyer: If the buyer is interested and wants to trial ride, first discuss insurance. Ask about their experience level and give tips about how the horse responds. Stay nearby during the trial ride for safety and to answer questions. Encourage the buyer to try different exercises relevant to their goals with the horse.
Safety during trial rides is of the utmost importance. Some guidelines:
If you doubt a buyer's suitability to trial ride, it's better to politely refuse and suggest an alternative, such as a demonstration by a professional rider they can appoint.
During the viewing, have all documentation ready in an orderly folder or binder:
Be transparent and let buyers calmly browse through all documentation. Explain what they're seeing and answer all questions patiently.
An important but often underestimated aspect of selling horses is transport. Buyers want to know how the horse can be transported and what the options are. As a seller, you can add value by being proactive about this.
There are various transport possibilities, each with pros and cons:
Buyer picks up themselves: This is the most common option. The buyer arranges own transport with a trailer or truck. As seller, you can help by giving clear instructions about loading, any particularities of the horse during transport (gets nervous, travels better with hay, etc.), and being flexible with pickup time.
Arranging professional transport: For longer distances or for buyers without own transport, a professional transport company can be hired. As seller, you can share contact details of reliable transporters. Some sellers offer to arrange transport at cost or as a service.
Seller brings the horse: In some cases, the seller offers to bring the horse themselves, especially for shorter distances. This can be an extra service, but then clearly discuss whether this is for compensation or free within a certain radius.
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During the viewing or at a separate occasion, it can be useful to demonstrate how the horse loads. This gives the buyer confidence, especially if they're inexperienced with transport or if the horse has specific habits.
Be honest about loading behavior: "Loads well but has a preference for a spacious trailer" or "Can hesitate the first time but then goes easily" is valuable information. If the horse is difficult to load, this is something that must be mentioned and preferably already trained before the sale.
For sales abroad, additional considerations come into play:
If your horse could be interesting for international buyers (for example high-quality sport horses or broodmares), inquire with your vet about requirements for export to the most likely destination countries.
A carefully drafted sales contract protects both seller and buyer and prevents misunderstandings and disputes. Even when selling to acquaintances or within the equestrian sport community, a written contract is essential.
A complete sales contract for a horse must contain at least the following elements:
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This is a complex but crucial part. Different constructions are possible:
"Sold as seen" construction: This means the buyer accepts the horse in the condition it's in, without warranties from the seller. This is the most common construction for private sales. The contract specifies that the buyer has seen, trial ridden, and accepts the horse in current condition. The seller gives no warranties about health, performance, or suitability.
Vetting subject to approval: The purchase is dependent on an approving veterinary examination within a certain period (usually 3-7 days). The contract specifies who does the examination, what exactly is examined, who bears the costs, and what happens if the examination is negative. Usually: if the examination reveals deviations that impede use of the horse, the buyer can cancel the purchase and the deposit is returned.
Limited warranty: The seller guarantees specific things such as: "The horse is free from lameness at time of delivery", or "The horse is suitable for the stated level of jumping". These warranties are limited in time (for example 14 days) and in scope.
Dealer warranty: If the seller is a professional dealer, stricter warranties may apply under consumer legislation.
The contract must make clear who is liable for what:
Any special agreements must be explicitly mentioned:
Many sales contracts contain a clause about veterinary examination. Important points here:
Some sales, especially of more expensive horses or to less experienced buyers, contain a trial period. This must be very carefully contracted:
The contract must be signed by both parties, preferably in each other's presence. Both parties receive an original copy. For very expensive horses or complex situations, it may be wise to involve a notary.
At the moment of signing and payment, the official transfer of ownership also takes place. The horse passport must be filled in with the new owner's details in the ownership section. Both parties sign this transfer.
Not every prospect is a suitable buyer for your horse. Careful screening not only protects you against fraud and problems, but also ensures the horse ends up in a good home where it will be happy and well cared for.
Already at first contact you can deduce a lot about how serious and suitable a buyer is:
Quality of communication: Serious buyers ask specific, thoughtful questions. They've clearly read the advertisement and ask about details not mentioned. Be cautious with vague questions like "is this horse still for sale?" without further context, or with buyers who ask no questions but immediately want to schedule a viewing.
Knowledge and experience: Try to get a picture of the buyer's experience level. Questions like "Who is this horse intended for?", "What's your experience with horses?", and "Where will the horse be stabled?" provide insight. A beginner wanting to buy a spirited sport horse without professional guidance is a red flag.
Financial capacity: Be alert to signals that the buyer may not have the financial means. Questions about strongly reduced price without having seen the horse, or questions whether you accept a payment plan, can indicate financial problems. Keeping a horse costs more than just the purchase price - feed, boarding, farrier, vet, insurance quickly add up to thousands per year.
For more expensive horses or if you doubt a buyer, it's not unreasonable to ask for references:
A serious buyer understands you want the best for your horse and will have no problem providing this information. Call these references and ask questions about how the buyer cares for their horses, whether they meet financial obligations, and whether they're suitable for the type of horse you're selling.
For very valuable horses, or if it's important to you that the horse goes to a good home, you can consider visiting the buyer's stable location before selling. This gives you the chance to see:
This is especially important when selling older horses deserving a quiet retirement, or young horses needing a stable training environment.
Certain signals should make you extra alert:
Unfortunately, fraud occurs in horse sales. Protect yourself:
Payment: Accept only traceable payments. For large amounts, bank transfer is safest. Wait until the money is definitively in your account before letting the horse go. Be very careful with "I've transferred but it takes a few days" - always verify yourself with your bank.
Identity verification: Ask for a copy of valid ID and check whether the name matches the contract name and the bank account where the money comes from. For foreign buyers, extra verification is important.
Contract always in writing: Never sell without written contract, regardless of how friendly or trustworthy someone seems. Oral agreements are legally very difficult to prove.
Scam scenarios: Be alert to people wanting to buy a horse via intermediaries, who pay with checks (unusual in Europe), or who have bizarre stories about why they need to buy quickly without seeing the horse.
The sale isn't completely finished at the moment the contract is signed. Professional handover and aftercare leave a positive impression and can be important for your reputation in the equestrian sport community.
On the day the horse is picked up, ensure smooth proceedings:
Take time to explain to the buyer everything about the horse's habits and preferences: favorite feed, how it likes to be groomed, any fears or triggers, and training tips. A written overview of daily routine can be very useful.
Help with loading if needed and wish the buyer success. Ask whether they want you to contact them about how it's going, or whether they'll contact you themselves if they have questions.
A brief message a few days after the sale asking how the horse has settled is a friendly gesture that's appreciated. If there are problems possibly related to something you should have mentioned, it's better to communicate openly about this and seek a solution.
Some sellers like to stay updated on their former horse's development - competition results, photos, or foals for broodmares. Discuss with the buyer whether they're comfortable with this. Respect their wish if they prefer a clean break.
Don't forget to administratively finish everything:
Selling a horse via online marketplaces like Paardplaats.nl offers unprecedented opportunities to find the right home for your horse. The key to success lies in thorough preparation, professional presentation, honest communication, and careful selection of the buyer.
Invest time in excellent photos and videos - this is your first and often most important impression. Be completely transparent about all aspects of the horse: health, character, training level, and any limitations. This honesty builds trust and prevents disappointments later in the process.
Price your horse realistically by doing thorough market research and taking all relevant factors into consideration. A correctly priced horse sells faster and at a better price than a horse that's overpriced on the market for months.
Be professional in all communication: respond quickly, answer questions completely, and show flexibility in scheduling viewings. At the same time, screen potential buyers carefully to ensure your horse ends up in a good home.
Always use a written contract that protects both parties and clearly records all agreements. Don't be afraid to seek legal advice for complex sales or when in doubt.
With the right approach, online horse selling can be a positive experience resulting in a satisfied buyer, a good home for your horse, and a fair price for you as seller. Paardplaats.nl and similar platforms offer the tools and reach to make this all possible. It's up to you as seller to optimally utilize these possibilities by working professionally, honestly, and carefully throughout the entire process.
Whether you're doing a one-time sale of your own beloved horse, or regularly sell horses as a dealer or breeder - the principles of successful online sales remain the same: quality, transparency, and professionalism are the foundations on which every good sale is built.
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Written by
PaardPlaats
Specializing in helping buyers find their perfect horse and sellers achieve the best prices through expert market knowledge and proven sales strategies.