A New Niche Brewing?

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New property listing Web site launches with the horse enthusiast in mind
New property listing Web site launches with the horse enthusiast in mind

By Stephanie Andre

RISMEDIA, December 15, 2006?These days, there are several niches that get a good amount of attention?luxury, 50+, Hispanic, new-home sales. But how often do you hear of a horse properties? specialist? Probably not so often. It?s that lack of prominence in the industry that Barbara Greenhill is banking on.

Here, Greenhill?founder of HorseProperties.net?discusses the origins of her Web site, why it is needed in this industry, and the aspirations she has for her business.

Real Estate magazine: Please explain HorseProperties.net and why you decided to launch it.

Barbara Greenhill: I started Horse-Properties.net this summer. I got the idea from several listings I had in horse areas. However, the land was not designated as allowing horses on the property, but I got weekly calls with the question: ?Can you have a horse on that?? When I ran into additional horse property listings, I realized there was a special need out there not being answered.

It can be very difficult as a buyer or seller when it comes to looking at horse properties. I thought there really was a need to have a designated place to market these types of listings. It was especially designed for agents; not a mix with FSBOs and nationwide. Also, the Internet presentation is a little bit like staging?it needs a nice frame to show the property in the best light. We bring horse enthusiasts and horse properties together from all across the U.S. and the world.

RE: What type of information does your Web site include?

BG: Our property search connects horse lovers with a knowledgeable agent and hopefully, the right horse property. Agents can upload up to 25 pictures and tons of information on the properties (one flat fee and no extra charge for more pictures or words). Everything comes up immediately within seconds. You also know right away how many horses you can have. It, of course, includes horse-property specific information such as acreage, barns and outbuildings, training facilities, riding arenas, etc. There?s also a field on the listing designated for a write-up on the property. The site also includes everything from distance to hospitals and schools, to major shopping areas. Although the properties we feature are varied and unique, we do have one requirement: each property must be zoned for horses.

RE: Why is HorseProperties.net appealing?

BG: We offer it at a great price [$39 for 30 days in the introductory phase]; you get so much for what you pay. Also, it?s important to give these properties national exposure. People are starting to search about what they really think and want. Believe it or not, there are a lot of upper- and mid-management workers now relocating, and they are doing so to properties that have lots of acreage and the ability to have horses.

Also, we have no advertising on the site to disrupt the search process. I think that?s really something people appreciate. When people are looking through specialized search criteria, they will see a clean look that provides immediate information to horse- and horse-related facilities. Instead, we advertise in major equestrian magazines including: Western Horseman, Practical Horseman, Dressage Today, Equestrian Magazine and American Quarter Horse Journal. In addition, we advertise in multiple online horse publications.

Plus, we also offer a just-for-fun monthly newsletter. It features useful tools, including news, views and clues from the equestrian world.

RE: Do you worry that this niche is too specific/specialized?

BG: No, not at all. The market is so big; there?s room for everything. The economic impact from horses and horse-related items totals more than $100 billion a year. There are also mainstay areas such as New York, Florida, California and Texas. There are 9 million registered horses across the U.S.

There are so many little horse properties, so we want to be the only one nationwide that offers a professional spot to go to. Everybody else is either a real estate agent who specializes in horses, or a publication that includes the buying and selling of horse-related products. We want to grow to attract more people and put them in horse communities.

RE: Why is a site like this important in the real estate industry?

BG: Properties that have acreage have multi-target markets?the first being wealthy individuals who are looking for second homes or vineyards, etc. Also, people are now working more and more from home. They don?t have to commute and so they are looking for more desirable properties; many times that includes horse properties. They no longer have to worry about living close to a large city so they have the freedom to travel out where there is more open land?areas that are typically horse friendly. RE

Sidebar: What Agents Say

Jennifer Kasten is a horse enthusiast. She?s also an agent with Coldwell Banker Residential Brokerage – Scottsdale at Pinnacle Peak in Scottsdale, Arizona, who specializes in horse properties. ?We list lots of horse properties so we are thrilled about HorseProperties.net,? she says. ?In Arizona, it?s very important. It?s really filled a void for us.?

Adds Robert Ogan, associate broker, Country Estates Inc. in Green Valley, California: ?I think their site is useful, it is well done. Hopefully, it will spread the word and sell my property.?

According to Kasten, with so many people in the market for second homes, it?s important to have a site such as this one. It?s also valuable for those who are horse enthusiasts and looking to relocate. ?When people are going to move, they need good trainers, etc. for their horses like regular people looking for good schools,? she explains. ?You need to ensure that once you move to the property that your animals will be taken care of. These people do tons of research before moving. HorseProperties.net will help will them tremendously.?

Source: Real Estate magazine, December 2006

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