Welcome to another episode of On the Rail Podcast! In this episode, we introduce a special guest, Khloe Brown of Dress To Sell Equine Advertisement LLC. We get into the intriguing world of horse sales and marketing. Khloe brings a wealth of experience, having sold nearly 500 horses worth over 400 million dollars. This post will shine a light on some of the key insights from their conversation.
Introduction to Khloe Brown
Khloe begins by sharing her intriguing journey into the horse world. Surprisingly, she didn't grow up with horses but always loved them, often sneaking over to her grandparents' neighbors to see their show Belgians. It wasn't until after getting married that Khloe embarked on her own horse adventure, leading to the creation of Dress To Sell Equine Advertisement, named after her first show horse, "She's Dressed to Win."
The Art of Marketing Horses
One of the central themes of the discussion was the marketing aspect of horse sales. Khloe shares her expertise on what makes a horse stand out, especially on platforms like Facebook:
- Good Photos and Videos: Khloe emphasizes the importance of quality pictures and short video clips. Ideally, videos should be under three minutes to retain viewers' attention. She suggests multiple short videos for horses trained in various disciplines rather than one long video.
- Professional Appearance: Even if professional photography isn't an option, Khloe advises ensuring horses look their best in photos: good lighting, clean, and properly presented without distractions like feed buckets.
- Networking: Khloe attributes her success partially to her networking skills, reinforcing the idea that the horse world thrives on connections and reputation.
Current Horse Market Trends
The discussion transitions into the current state of the horse market. Khloe offers her perspective on various market dynamics:
- Election Year Impact: Khloe points out that the horse market, like many others, fluctuates during election years due to the uncertainty surrounding political outcomes. She predicts slight market improvements post-election.
- Post-Pandemic Corrections: Reflecting on the inflated prices during the COVID pandemic, Khloe believes the market is undergoing a natural correction, with prices stabilizing compared to the previous highs.
- Popular Bloodlines: Buyers are often drawn to well-known bloodlines, sometimes favoring them even over the horse's talent. Khloe notes how certain popular stud names tend to sell better regardless.
Challenges of Pricing and Selling Horses
Dealing with the emotional and financial stakes in the horse selling process can be challenging. Khloe shares her approach:
- Compassionate Communication: Khloe stresses the importance of understanding the seller’s emotional and financial investment while realistically pricing horses based on the current market, including re-evaluations as necessary.
- Presentation: Khloe emphasizes great presentation — quality pictures and videos can offset the disadvantages of a buyer’s market.
Breed and Discipline Trends
Khloe remarks on the trends in various horse breeds and disciplines:
- AQHA and APHA Dominance: While AQHA generally holds the top market position, APHA horses follow, with Appaloosas and POAs struggling more comparatively.
- Color Preferences: She observes trends such as the popularity of roans, minimal Tobianos, and well-marked doubles.
- All-Around Horses: Finished all-around horses, particularly in western disciplines, tend to sell well.
The Impact of Pre-Purchase Exams (PPEs)
The conversation moves to the topic of Pre-Purchase Exams (PPE):
- Varied Opinions: Khloe advises potential buyers to get multiple opinions on any concerning findings during a PPE since interpretations can vary significantly between vets.
- Pragmatic Approach: She urges not to base decisions solely on flex tests and emphasizes understanding that sellers might not be aware of underlying issues until a PPE is conducted.
Reflecting on NSBA Sales
Finally, Khloe shares her thoughts on major sales events like the NSBA:
- Market Overview: Khloe views the NSBA sale as a general indicator of market trends rather than a direct pricing guide, noting a slight downtrend in this year's sale compared to last year.
Final Thoughts and Advice
Khloe concludes with advice for both buyers and sellers navigating the current horse market:
- Buyers: Understand that it’s currently a buyer’s market, so prices may be lower. Look for good presentation and realistic pricing.
- Sellers: Stay compassionate and understanding during negotiations but remain realistic about market-driven prices.
Contact Information: To learn more about Khloe Brown’s services or contact her for horse marketing and sales, visit her website or email her at dressedtosellequineadvertisementatyahoo.com. You can also find her on Facebook and Instagram.
This episode is packed with valuable insights for anyone involved in horse sales and marketing. We hope you enjoyed it as much as we did! Stay tuned for more episodes of On the Rail Podcast.
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