Why Horse Profiles Matter
The Horse Profile is the most important part of your auction.
It is the primary source of information buyers use when deciding whether to register, inspect a horse and ultimately place a bid.
A complete, transparent and professionally presented profile increases buyer confidence and typically results in stronger bidding activity.
Complete Every Section
Whenever possible, complete every available section of the Horse Profile.
This may include:
- Registered name
- Date of birth
- Sex
- Colour
- Breed
- Studbook
- Registration number
- Breeder
- Current owner
- Pedigree
- Competition record
- Breeding record
- Veterinary documentation
- External references
- Description
The more complete the profile, the more confidence it generates.
Write Professional Descriptions
Your description should be factual, clear and informative.
Focus on information that helps buyers evaluate the horse.
Include relevant details such as:
- temperament
- training level
- competition experience
- breeding value
- suitability
- strengths
- notable achievements
Avoid exaggerated marketing language or unsupported claims.
Buyers value transparency more than sales language.
Use High-Quality Photography
Professional photography has a significant impact on buyer engagement.
Whenever possible, include:
- side profile
- standing conformation
- head portrait
- ridden photographs
- competition photographs
- additional lifestyle images
Images should be sharp, well-lit and representative of the horse.
Avoid poor-quality mobile photographs whenever possible.
Upload Professional Videos
Video is often the single most influential element of a Horse Profile.
Provide videos that clearly demonstrate the horse’s qualities.
Depending on the discipline, include footage of:
- flat work
- jumping
- competition rounds
- free jumping
- movement
- handling
- breeding demonstrations where relevant
Short, high-quality videos generally perform better than long, unedited recordings.
Veterinary Documentation
Whenever appropriate, upload veterinary documentation to the Veterinary Repository.
This may include:
- radiographs
- ultrasound reports
- endoscopy
- veterinary certificates
- laboratory reports
- additional examinations
Providing veterinary information early can reduce uncertainty and minimise post-sale disputes.
Pedigree and Competition Records
Complete pedigree and competition information adds significant value to the profile.
Where available, include:
- sire
- dam
- dam sire
- breeding achievements
- FEI results
- national federation results
- breeding approvals
- performance records
External references such as HorseTelex or official competition databases should be included whenever possible.
Be Transparent
Do not omit material information that could influence a buyer’s decision.
Long-term trust is built through honesty and transparency.
Accurate information leads to more confident buyers, stronger participation and fewer disputes after the auction.
Keep Information Up to Date
If new information becomes available before the auction closes, update the Horse Profile as soon as reasonably possible.
Keeping profiles current ensures that all buyers are making informed decisions based on the latest available information.
Best Practices
The most successful Horse Profiles generally include:
- complete information;
- professional photography;
- high-quality videos;
- comprehensive veterinary documentation;
- verified pedigree;
- official competition records;
- clear and factual descriptions.
Every improvement you make to a Horse Profile increases buyer confidence and helps maximise the value of your auction.