05 Aug 2026
•
By Buy That Horse
•
17 views
Time Wasters in the South African Equestrian Industry — The Hidden Cost to Sellers
Introduction
Introduction
Anyone who has tried to sell a horse in South Africa will know that finding the right buyer is not always the difficult part. Often, the greatest challenge is dealing with time wasters.
Most equestrians are genuine people who are searching for the right horse and doing their homework before making a purchase. However, there is a growing trend within the South African equestrian industry of people who enquire with no genuine intention, authority, or financial ability to buy.
While this may seem harmless, the reality is that time wasting has a significant impact on sellers, trainers, sales yards, and ultimately the horses themselves.
Selling a Horse in South Africa Is Not Free
Many buyers do not realise the amount of money invested into preparing a horse for sale.
A seller may be paying for:
Livery and feed
Schooling and professional riding
Farrier visits
Dentistry
Veterinary care
Vaccinations
Transport
Advertising costs
Professional photographs and videos
In today’s market, many horses remain for sale for months while these expenses continue accumulating.
When sellers spend hours answering enquiries, taking additional videos, measuring horses, arranging viewings, preparing horses and coordinating schedules for people who never intended to buy, those costs increase even further.
The “Just Curious” Enquiry
One of the biggest frustrations for South African sellers is the person who sends multiple messages requesting endless information only to disappear.
Many sellers will recognise enquiries such as:
“What is your lowest price?”
“Can you send me ten more videos?”
“Can you keep the horse until I sell my current horse?”
“Can I come and view next month?”
“Can you transport the horse to another province for me to try?”
After hours of communication, the seller discovers the person never had the budget available in the first place.
Travelling for Viewings Costs Money
South Africa presents unique challenges because buyers and sellers are often located in different provinces.
A horse advertised in Gauteng may attract interest from the Western Cape, Eastern Cape, KwaZulu-Natal or the Free State.
Many sellers spend considerable time arranging:
Viewing appointments
Vettings
Transport quotations
Additional videos
Live video calls
Schooling demonstrations
When the buyer was never serious about purchasing, all of that time is wasted.
Holding Horses Can Cost Sellers Thousands
Another common issue is buyers asking sellers to “hold” a horse.
While a horse is being held, genuine buyers are often turned away.
The seller continues paying daily costs for feed, stabling, staff, schooling, farrier visits and veterinary care.
Weeks later, the potential buyer may disappear completely or decide they are no longer interested.
The seller has lost valuable marketing time and potentially missed genuine opportunities.
Time Wasters Affect Horses Too
The impact is not only financial.
Many horses become stressed by repeated viewings, handling by strangers, loading demonstrations and changes to their normal routine.
This is particularly true for young horses, sensitive Thoroughbreds, sales horses and horses being rehabilitated or reschooled.
Every unnecessary viewing places additional pressure on both the horse and the people caring for it.
Social Media Has Changed the Market
Platforms such as Facebook have made it easier than ever to advertise horses.
Unfortunately, they have also made it easier for people to enquire with little commitment.
Some sellers receive dozens of messages from individuals who simply enjoy horse shopping online with no intention of purchasing.
While there is nothing wrong with admiring horses, serious sellers are often trying to manage businesses, training schedules and clients while responding to large volumes of non-genuine enquiries.
Respecting Sellers’ Time
There is nothing wrong with asking questions.
In fact, responsible buyers should ask questions.
However, before making an enquiry, buyers should ask themselves:
Do I have the budget available?
Do I have permission to make the purchase?
Am I genuinely looking for a horse?
Is this horse within my requirements?
Am I prepared to arrange a viewing if the horse is suitable?
If the answer is no, it may be better to wait before contacting the seller.
Why Serious Buyers and Sellers Matter
At Buy That Horse, we believe the South African equestrian industry benefits when buyers and sellers respect each other’s time.
Transparency, honesty and professionalism create better experiences for everyone involved.
Most importantly, they lead to better outcomes for the horses.
A serious buyer deserves accurate information.
A serious seller deserves genuine enquiries.
And every horse deserves a home chosen through commitment rather than curiosity.
Because in the end, selling a horse should be about finding the right match — not navigating endless time wasters.
Anyone who has tried to sell a horse in South Africa will know that finding the right buyer is not always the difficult part. Often, the greatest challenge is dealing with time wasters.
Most equestrians are genuine people who are searching for the right horse and doing their homework before making a purchase. However, there is a growing trend within the South African equestrian industry of people who enquire with no genuine intention, authority, or financial ability to buy.
While this may seem harmless, the reality is that time wasting has a significant impact on sellers, trainers, sales yards, and ultimately the horses themselves.
Selling a Horse in South Africa Is Not Free
Many buyers do not realise the amount of money invested into preparing a horse for sale.
A seller may be paying for:
Livery and feed
Schooling and professional riding
Farrier visits
Dentistry
Veterinary care
Vaccinations
Transport
Advertising costs
Professional photographs and videos
In today’s market, many horses remain for sale for months while these expenses continue accumulating.
When sellers spend hours answering enquiries, taking additional videos, measuring horses, arranging viewings, preparing horses and coordinating schedules for people who never intended to buy, those costs increase even further.
The “Just Curious” Enquiry
One of the biggest frustrations for South African sellers is the person who sends multiple messages requesting endless information only to disappear.
Many sellers will recognise enquiries such as:
“What is your lowest price?”
“Can you send me ten more videos?”
“Can you keep the horse until I sell my current horse?”
“Can I come and view next month?”
“Can you transport the horse to another province for me to try?”
After hours of communication, the seller discovers the person never had the budget available in the first place.
Travelling for Viewings Costs Money
South Africa presents unique challenges because buyers and sellers are often located in different provinces.
A horse advertised in Gauteng may attract interest from the Western Cape, Eastern Cape, KwaZulu-Natal or the Free State.
Many sellers spend considerable time arranging:
Viewing appointments
Vettings
Transport quotations
Additional videos
Live video calls
Schooling demonstrations
When the buyer was never serious about purchasing, all of that time is wasted.
Holding Horses Can Cost Sellers Thousands
Another common issue is buyers asking sellers to “hold” a horse.
While a horse is being held, genuine buyers are often turned away.
The seller continues paying daily costs for feed, stabling, staff, schooling, farrier visits and veterinary care.
Weeks later, the potential buyer may disappear completely or decide they are no longer interested.
The seller has lost valuable marketing time and potentially missed genuine opportunities.
Time Wasters Affect Horses Too
The impact is not only financial.
Many horses become stressed by repeated viewings, handling by strangers, loading demonstrations and changes to their normal routine.
This is particularly true for young horses, sensitive Thoroughbreds, sales horses and horses being rehabilitated or reschooled.
Every unnecessary viewing places additional pressure on both the horse and the people caring for it.
Social Media Has Changed the Market
Platforms such as Facebook have made it easier than ever to advertise horses.
Unfortunately, they have also made it easier for people to enquire with little commitment.
Some sellers receive dozens of messages from individuals who simply enjoy horse shopping online with no intention of purchasing.
While there is nothing wrong with admiring horses, serious sellers are often trying to manage businesses, training schedules and clients while responding to large volumes of non-genuine enquiries.
Respecting Sellers’ Time
There is nothing wrong with asking questions.
In fact, responsible buyers should ask questions.
However, before making an enquiry, buyers should ask themselves:
Do I have the budget available?
Do I have permission to make the purchase?
Am I genuinely looking for a horse?
Is this horse within my requirements?
Am I prepared to arrange a viewing if the horse is suitable?
If the answer is no, it may be better to wait before contacting the seller.
Why Serious Buyers and Sellers Matter
At Buy That Horse, we believe the South African equestrian industry benefits when buyers and sellers respect each other’s time.
Transparency, honesty and professionalism create better experiences for everyone involved.
Most importantly, they lead to better outcomes for the horses.
A serious buyer deserves accurate information.
A serious seller deserves genuine enquiries.
And every horse deserves a home chosen through commitment rather than curiosity.
Because in the end, selling a horse should be about finding the right match — not navigating endless time wasters.