How to Write Horse Adoption Listings

Horse listings are often an adopter’s first impression of a horse, so what you include (or don’t include) about your adoptable horses could make or break a potential match.  

Why Listings Are Important 

Good listings can help ensure you’re connecting with adopters who are good matches for your horses. Targeting your marketing to the right adopter saves time and prevents stressful experiences for you, adopters, and your horses.  

It also helps boost the reputation of horse adoption in general and your organization for being a reliable resource for the community.   

We suggest making it a priority to create your horse listings in conjunction with taking good photos . The sooner you get this important information out in the world, the sooner you can make a match, and the more horses you can help. 

What to Include in Your Listing 

Taking the time to think about who the right type of adopter is for each horse will put you in the proper frame of mind when it comes to writing your listing.  

Ask yourself: “With what type of adopter would this horse thrive?” Now write a listing that appeals to that adopter. 

The questions below will help you provide the right level of detail about the topics that matter to the adopter. 

• Is this information necessary—or is it merely taking up space? Find a sweet spot with just enough detail for potential adopters to have an accurate picture of the horse and feel compelled to meet them. 

• What’s the most important detail about the horse—the thing that makes this horse memorable? Maybe they nicker every time you come into the barn. In the listing, play up the fact that the adopter will have their own daily cheering section. 

• How will this horse fit into the adopter’s life? Can they imagine the horse with their child or a resident horse? Paint the picture for them, so it’s easy for them to see how this animal seamlessly fits into their life.  

• What’s the adoption process? Keep this short and sweet, briefly letting them know the next steps and directing them to a phone number or online resource with more details.  

How to Say It 

Being transparent about any medical or behavioral concerns is important. However, framing these concerns in a more positive light will allow people to see a horse’s potential rather than its limitations. 

For example, instead of saying a horse “has bad feet,” if accurate, say they will “stay sound with a knowledgeable farrier.”  

if you have a horse who cribs, if accurate, mention that the horse does well with a cribbing strap—and the strap is even included in the adoption fee! 

For more ideas on how to reframe medical or behavioral concerns, download the Horse Descriptor sheet. 

And download this example of a listing that markets a spirited horse in a fun and positive way.