Like others have mentioned, often the quick sales occur because the horse just exactly matched the purchaser's requirements.
As for what I look for when "shopping"
Count me on the list of those who just skip over the ad when a sales price is not listed. Also, I am not a fan of the "dispersal" sales tactic, or various other sales methods - such as financial or health reasons to try to entice me into purchasing -
when those same individuals are posting "Look what I just added to my breeding program" messages.
or I see new horses added to their site just after the dispersal occurred.
After a period of time, you figure out the sellers who are being sincere in detailing their unique circumstances that result in having to sell all or part of their horses and those who are just trying to use any method possible to try and sell horses. To me if someone will tell any "story" to try and make the sale - will they be honest with me in other areas of the sales transaction? ------------- my experience has been
no -and word gets around quickly in this business.
I too, do not purchase from "professional" photos - nice to look at, but I've been surprised too many times in the past of the "transformation" from the professional photo to seeing the horse in person (even show groomed) and would swear that it was not the same horse. Neither will I purchase from "poor quality" photos with the horse appearing as a speck with its head down grazing.
The ideas mentioned by others are great suggestions and important to those who are interested in improving their sales methods.