Here are three ways that elite horse farms can build personal relationships with potential clients (HNWIs and UHNWIs):

• Host Exclusive Events: Top-tier horse farms can organize private events like tours of their facilities, demonstrations of horses, or opportunities to interact with trainers and other clients. Offering potential clients a glimpse into the behind-the-scenes workings of their operation and creating a luxurious experience can foster a sense of trust and exclusivity.

  • Best Practice: Hold at least one event of this sort every month.
    
    

• Leverage Existing Networks and Partnerships: High-end horse farms can build relationships with potential clients by partnering with other luxury businesses. They could co-host events with luxury car dealerships or high-end jewelry stores, targeting a shared audience of UHNWIs.

  • Best Practice: Host quarterly open barns that are invitation only. Invite to these events other luxury business owners and managers in your area. Use this opportunity to discuss how your businesses might work together for the benefit of all.
    
    

• Develop Membership Experience Programs: Your exclusive horse farm can create an exclusive membership program or course that provides a range of benefits, including access to private events, VIP treatment at competitions, and opportunities to network with other horse enthusiasts. For example, a program could offer members exclusive access to a private lounge at a prestigious horse show, fostering a sense of community and exclusivity.

  • Best Practice: Create a model of this program before starting. That will allow you to determine optimal price points, marketing avenues, etc.