How to approach your sales in 2025

The equine downturn was inevitable post Covid when the market was booming, and the racing industry was firing on all cylinders. No one had issues shifting shares and the syndicator market was unstoppable as new businesses popped up trying to capitalise on the hot new landscape of racehorse ownership. In 2025 we have seen a lot of these guys shrink into nonexistence and it is only the savvy or well-established brands that now remain. If you do a quick google search you will notice that money is being poured into brand enhancement and the websites are top shelf compared to recent years when there was no need to show off.

So how do trainers and smaller syndicators compete?

In the past I would have said pour money into social media and cast your spend wide. When we kicked off OTL in 2018 $30k was spent over 3 years building our clients businesses including our own. Selling shares through Facebook was hot and in the early days you could build a stable off the back of this approach. This has now changed as the digital age really took hold and the sponsored ads flooded this platform. The audience switched off and as the economy tightened the dream of racehorse ownership whittled and these ads have now been seen as annoying, not exciting. I can't remember the last time I ran a sponsored social media ad, and my sales have remained strong using alternative techniques.

"You can't teach this, and every trainer-business owner has to tailor a model to suit them"

Your database is your engine room, and your website is the show room. Looking after your clients in this market has never been more important and you have to step it up from the usual soft sell open days. It is crucial to connect with your owners and time needs to be spent fostering your networks and aligning like minds. You need to reframe the way you approach your race days and when owners attend really focus on what your client needs. It could be as simple as setting up an account with the bar so they can get a drink or get some food vouchers from the club so they can get a feed. They love the horse you race, and these guys are the spruikers for your business. Spending $500 on race day will have more impact than pouring $500 through a targeted ad on socials or google. You can't teach this, and every trainer-business owner has to tailor a model to suit them.

In regard to your show room, it has never been more important to spend money on your website. Re-branding is your first step especially if you are rocking the same system from 2010-20. Put some money into a freshen up which could be as simple as new photos and a video. With the technology at your fingertips, you will be surprised how far a new smart phone can take you. Start personalising your approach and your audience will come. It's not hard to work out who does this best and if you look at their sales, they rarely miss the target.

Your database and website is where it all begins if you want to start the journey of trading bloodstock. Look after both like a $200,000 sports car because if you do it right it will turn into $500,000 revenue a year pretty quickly and you will be able to take control and make your business sustainable in a tough market.