I do this. There are a lot of us out there who do this on a small scale. I think the challenge is that most of on this model can’t afford to do more than a horse or two at a time, so there’s little name recognition involved—but all of my buyers for this type of horse have been sold from in-person trials with extensive vettings, so it also requires a little bit more “customer service” than most of the big flippers can or are prepared to offer. (And to be very clear, I very much respect Jess and we’ve done business together both ways.)
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We don’t disagree re: her core clientele but she is venting a bit about these buyers and has mentioned not having adequate staff to field inquiries, or give multiple showings, or explain less than perfect X-rays. That was the whole thrust of the thread since mention of her post on her personal Facebook page.
I actually think her model is fine, and her having an opinion about clientele who aren’t accomplished ammies is also fine.
It’s also fine to want a more curated buying experience, I mean good luck if you want OTTB prices however!
As someone who enjoys an OTTB project she would be my first look if I had time for another!
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I’ve been watching Jessica develop her business since the beginning via social media, and I really appreciate her honesty about all aspects of the business.
She started with a business plan before starting her business and planned out each step of business development. She knew what year she would begin making a profit, what she needed to initially invest, and what capital improvements needed to be done along the way, among many other aspects of developing a business. I can’t remember where the article is, but she wrote a great piece about planning a successful horse business.
It’s takes a lot to impress me, and seeing someone approach their business so professionally, and be willing to share that knowledge, definitely made an impression. The horse industry would greatly benefit if more professionals ran their businesses this way.
As @McGurk says, Jess knows her clientele, and she has a strong sales business. Her horses move fast, and I think she does a super job of representing them truthfully and ethically.
It’s not a model for everyone, and it’s good for people to realize this. However, it does work for people who are confident making a time-sensitive decision and purchasing a horse based on their instincts for its future, knowing that there are no guarantees with horses. It’s similar to buying youngsters or purchasing off video and someone’s word. There’s more risk to the decision, but it can be very rewarding.
I don’t get the agitation and anger about Jess’s comments online. There is so much truth to what she says, and I especially respect her transparency about her business: the highs, lows, and in-betweens. It’s not an easy way to make money for sure, and I appreciate her honesty and I know I’ll be a better customer in the future because of it.
(A lot of posts show the top-notch veterinary care the horses receive, and she addresses issues even if it means investing money and months to get the horse right. They are not all quick turn-around sales. Those that aren’t sale candidates are given to good homes; those with significant behavioral or physical issues are given a kind end. Jess does right by the horses in her care.)
I have to say that a group of people “complaining” on social media (COTH) about one specific person because that same person “complains” on social media (Facebook) about a large, anonymous group of people is a little ironic. If you feel her commentary is unprofessional, maybe it’s unprofessional for this conversation to be happening here, where one can be anonymous in their criticism (including me!). But that’s a topic for another day 
Anyway, thank you for listening ~ I’ve been thinking about this for weeks, but wasn’t sure how to put my thoughts into words.
ETA: I do not know Jess and have not interacted with her nor purchased a horse from her. These are my impressions based on her social media presence.
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There is a difference in tone between professionally communicating the challenges involved in the resale business, and basically calling your customers unreasonable for basically everything they do.
Every week it’s something new - buyers are too picky about vettings, too picky about appearance or other characteristics, too picky about personalities, too demanding that they come see horses around their own life schedules, ask too many questions, etc.
Let’s just say she’s the only horse “dealer” (for lack of a better term) I’ve seen publicly denigrate buyers so frequently. It doesn’t matter who the target market is, what matters is professionalism. Transparency is saying “I had three horses this week with findings in their back, and here’s why I think that isn’t an issue most buyers should be concerned with, but I can understand why they would be.” Unprofessional behavior is saying these buyers just aren’t educated because they disagree with you. Repeat ad nauseum.
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It looks like the majority of her sales goes to “fluffy” amateurs based on the “Benchmark Grads” FB page and my own experience recognizing her horses in local programs. There aren’t many highly competent amateurs/pros out there, and even fewer of them are interested in TBs. From a professional standpoint there is almost no ROI in buying a TB from a flipper program, putting mileage on it, and selling it. If you have the talent to do this, you’re[g] going to be drawn to WBs because that is where the money is. There are certainly not as many of these riders as there are TBs that go through her program. The fluffy amateurs are her bread and butter and were put under signal blast.
ETA: I include myself in the “fluffy” category. Long-time owner invested in well-being of horse, moderate to low competition goals, experience bringing along other OTTBs, but not interested in becoming a pro. Also included in that category would be re-riders (moms after children), older adult ammies with no competitive aspirations, and people who cannot afford a WB but want to compete low levels.
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This thread just kind of gives me a “mean girls” vibe, and please don’t take that personally because this is not addressed to one specific poster or posers.
Everyone is welcome to their opinion, and we’re each going to respond to people differently based on our own experiences.
However, I have more respect for those who put their names behind their comments, like Jess, than anonymous online criticism, which is easy to hand out, but would you say it to the person’s face and/or sign your name to it?
I think we can do better. And I’ll leave it at that.
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I don’t get that vibe at all, and I’ve purchased from Benchmark.
I do get the guilt vibe from the buyer shaming facebook posts, though. There’s a strong implication that anyone who passes on a horse based on a PPE finding is an idiot.
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I don’t get a mean girl vibe here at all. OP asked for opinions on her business and buying from her…
Many people gave lots of opinions and experiences that they have had with her. Some positive and some negative.
I didn’t see anybody personally attack Jessica. Some disagreed with how she talks about her clients/potential clients online. I think that’s fair given that she does most of her business through Facebook.
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I’d have a much easier time selling a horse if I didn’t list the accurate height on the stick. Horse looks big so MUST be 16 hands and they HAVE to have a 16 hand horse, when in reality I doubt that any of the horses in their barn are 16 hands.
I will also say that from personal experience I have spent HOURS FB messaging people back and forth about horses only to have them ghost me in the end. The more questions they ask, or the more personal life details they share, the more I am sure they won’t show up. Nothing makes me madder than spending 3 hours talking about and forth over a period of a week or two on FB, scheduling an appointment and a PPE then just never showing up.
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I’ll bite. I’m neutral about Jess’ online presence, however, I can see why people are reacting poorly to Jess’ posts. They’re negatively charged posts and they attack her target market - particularly people who have walked away from a sale horse of hers for whatever reason.
I disagree with her stance that a buyer passing on KS findings is being unrealistic. I have a KS horse and he has a forever home with me, so I feel qualified in making the following statement: unless a seller is committed to bankrolling a KS horse for the rest of his life, they don’t have a right to b#%#^ about buyers passing on them. Sellers don’t want to keep a KS horse - what makes them think a buyer wants to bank-roll them?
My identity on these forums is not a secret, so I don’t mind signing with my name. It’s my personal practice to not write anything on this forum I would not want to say to that person’s face. 
~ Lauren F
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I think it’s funny that there’s accusations of anonymity when I’d hazard that this is the least anonymous forum I’ve ever been a part of. I know many posters IRL and the horse world is vanishingly small.
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I’ve also easily been able to identify a number of posters on this board who think they’re “anonymous.”
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I love my dressage saddle so much that I always joke I’m going to take it with me if I have to go horse shopping again 
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Thank you so much for responding to my thoughts!
As I said, I wasn’t directing my comments at any one poster, and I think each of us responds differently to Jess’s comments based on our own experiences, like yours with KS.
When you read this thread from start to finish, it covers a lot of ground with regard to complaints about seller business practices. There’s been some confusion as to whether certain posts are about the Benchmark business.
There are so many shady horse businesses and professionals out there that I feel it’s refreshing to see one that is transparently trying to do right by the horses. And give homes to horses that have traditionally not always had great landings.
I know I would be really intimidated trying to buy off the track, and businesses like Jess’s help us fluffy amateurs get a leg up on making a better decision and finding the right horse. Is it for everybody? No. Is every horse going to work out? No. But I see someone trying to do it right, as well as ethically and with the horses’ best interests at heart.
I agree that “mean girls” wasn’t quite the right phrase. I meant that I’d like to see us do a better job of acknowledging those who try to do it right rather than judge the business based on one very human aspect: our posts on social media.
So my post wasn’t directed at anyone in particular but rather the tone of the thread when read in its entirety.
If I upset anyone, my sincerest apologies, I didn’t mean to do so.
Carry on! 
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What she really thinks of us “fluffy amateurs”…
I had always respected her online business…but this comment makes me think her real beef is that some the ammies that come to her aren’t good enough riders to buy the horses she is selling. That’s part of the business that not everyone is going to be able to be a customer, and I don’t think that’s the “weak amateurs” fault.
I fail to understand why trainers and sellers feel the need to bash amateurs when the majority of the sport is supported by us. Your coaching, training, stable fees etc are all paid by amateurs.
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She should partner with Katie Prudent 
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I agree with the point made above that this thread is conflating a number of topics. People’s experiences with Benchmark, flippers in general, KS, Facebook ranting, etc.
FWIW at least 4 flippers that I follow on FB shared that same post (not JS’ editorializing, but the post itself), and I follow a number of sellers/trainers who post quite a bit about the challenges of selling horses/having students, both personal content and shared rants/memes. It looks like it is as much an outlet for them to complain to/support each other than a message to buyers.
It is a turn-off to me, but not so much that I wouldn’t buy from those sellers - you’re buying the horse, not the seller. OTOH I’m grateful that my own trainer is more professional than that.
I’m sure it is difficult being a flipper. Experienced people read between the lines and understand that the pro prospect isn’t what they want to take on, while the parents of 12 year olds riding in the “advanced” lesson group may not catch the hint.
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Hahahaha this comment is absolutely laughable. Would love the context of Kyle’s post, though.
I was curious and just went looking for it - Kyle’s post is referencing the article where Katie Prudent complains about the sport being dumbed down. Lol my previous comment was spot on!
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Haha I immediately thought the same thing when I read it. Going to find Kyle’s post now.
