Talk, Post, Sell: Agathe’s Simple Strategy for Consistent Horse Sales
When Agathe Heurteux first moved her horse business, H&F Stables (handfstables.com), from France to the United States, she faced a challenge that many international trainers can relate to: she had no sales for an entire year. Despite bringing talented horses and experienced trainers, Agathe and her team found themselves struggling to connect with the right buyers and build trust in a highly competitive, relationship-driven industry.
Fast-forward to today, and Agathe is now selling approximately one horse per month. These aren’t low-cost sales either—she specializes in high-end jumpers. The difference? Communication.
The Turning Point
In her first year stateside, Agathe realized that riding talent and winning blue ribbons weren’t enough—being approachable, communicative, and consistently present outside the arena mattered just as much as winning inside the arena.
The big change came when she began actively working on improving how she and her team interacted with others at shows, in the barn, and online. She stopped assuming that the quality of her horses and riders would speak for itself and started making sure her message was heard.
In-Person Conversations Matter
One of Agathe’s most effective tactics was amazingly easy: she simply initiated more conversations. Rather than waiting for others to approach her, she made a conscious effort to introduce herself in Facebook groups and in person, ask questions, and hold “real” conversations. That visibility built familiarity, and familiarity built trust.
Buyers, especially at the top levels, often work through relationships. They need to feel confident not just in the horse, but in the professional they’re buying from. Agathe embraced that and saw results.
Using Social Media to Build Trust and Transparency
Agathe seriously leaned into social media—not with flashy ads or gimmicks, but with honest, behind-the-scenes content that showcased her training process, the horses’ personalities, and her values. She didn’t try to imitate big-name influencers. Instead, she focused on consistency and authenticity. That resonated.
As Agathe began holding more conversations, particularly via Facebook groups, she began receiving more inquiries, more messages from people who had been watching her quietly for weeks or even months. When they were ready to buy, they already felt like they knew her. That familiarity turned into sales.
Lessons for Other Horse Business Owners
Agathe’s story is a powerful reminder for anyone in the horse industry, whether you’re a trainer, farrier, bodywork professional, or equestrian ecommerce brand: Communication isn’t a luxury—it’s a business necessity.
Here are some practical takeaways inspired by Agathe’s journey:
- Don’t assume people know what you do. You must repeat your message clearly, in person and online.
- Use social media consistently. Even if engagement feels slow at first (and it normally does), stay the course. You’re building trust over time.
- Start conversations. At events, in your barn, in Facebook Groups, at the local tack shop—introduce yourself and ask questions. Don’t wait to be discovered.
- Take a genuine interest in others. Celebrate someone else’s show win. Ask about their horse. Offer a kind word, a bit of advice, or just a listening ear. Building real connections means focusing on more than just your own goals—it means showing up for your community, too.
- Tell your story by being helpful. Let people discover how good you are—not because you constantly talk about yourself, but because you use your expertise to help them succeed. Share useful tips, behind-the-scenes moments, and problem-solving insights. Generosity builds trust.
- Respond promptly and professionally. Whether it’s a Facebook message or an Instagram comment, how you reply matters.
Remember, Agathe didn’t change her horses. She changed how she communicated. And that made all the difference.
If you’re sitting on a business that you know has value, but sales are slow, ask yourself: Have I made it easy for people to connect with me? Am I visible, consistent, and approachable? Agathe’s success proves that once you are, the right people will start to respond and your business will start to thrive.
About Agathe’s H&F Stables
H&F Stables, led by the talented trio of Agathe Heurteux, Florian Ferry, and Camille Richou, is quickly becoming a standout force in the American showjumping scene. Located just outside of Aiken, South Carolina, the farm is home to a carefully curated group of imported Warmbloods from farms in France and other top European breeding programs. Each horse is selected for its quality, scope, temperament, and suitability for the U.S. market—whether for junior riders, ambitious amateurs, or professionals aiming for national and international competition.
At the heart of the operation is Florian Ferry, whose consistent success in major East Coast competitions has earned him respect as both a rider and trainer. But Florian’s impact goes far beyond his results in the ring. Known for his quiet, patient approach with every horse he rides, Florian develops horses that are not only successful—but happy. His gentle, thoughtful training style results in horses that are confident, willing, and a joy to ride. That care shows up in their soundness, their attitude, and their long-term potential. These are not quick-flip horses—they are well-started athletes with physical and mental foundations that allow them to succeed for years to come. As a result, they hold their value and make for exceptional long-term investments.
Together, the H&F team offers more than just horses—they offer guidance. For aspiring showjumpers or investors looking to navigate the European import market with confidence, H&F is a trusted partner. Their reputation is built not only on results but on relationships, transparency, and a genuine commitment to matching the right horse with the right rider or program.
