Virginia Maryland Tractor Receives NTRA Dealer Spotlight for John Deere Equine Program

We’re proud to share that Virginia Maryland Tractor has been selected for this month’s Dealer Spotlight by the National Thoroughbred Racing Association (NTRA). Over the past year, Virginia Maryland Tractor has worked diligently to strengthen our connection with the local equine community and build a substantial Equine program that supports equine operations of all sizes. Receiving recognition from such a prestigious organization is truly an honor, and we’re excited to continue expanding our efforts and providing unmatched service to our equine customers.

Below is an excerpt from the featured interview with our very own Sales Coordinator, Emiliy Goad, sharing more insights on our outstanding Equine Program here at Virginia Maryland Tractor:

Can you give a brief history of your relationship with the John Deere Equine program? How has the program benefited your dealership?

Prior to 2024, we did not have significant involvement with the John Deere Equine program. We did have some equine sales, but we did not specifically market to that category of customers. In November of 2023, that all changed for the better when we brought in a Sales Coordinator who had a lengthy history with the equine industry in the Virginia area, that spanned over the last 40 years. With her knowledge of the local equine community, we developed an Equine Initiative that started in the Spring of 2024. The first in-person event that we went to was the Upperville Colt & Horse Show in Upperville, Virginia, the oldest and most prestigious Hunter/Jumper show in the United States. We figured we would jump in with both feet! From the moment we set up the booth, we had tremendous feedback from the show staff and exhibitors, as well as the other vendors. Throughout the week, we had lengthy and fruitful conversations with current customers and new customers. Everyone that we spoke with was so thankful and glad that we came to them on their turf. We signed multiple people up for the Equine Discount and had many sales from that show alone. The Equine Discount provided us with an opportunity to connect with each person and offer them savings before even knowing what their equipment needs were. From that first event last June until now, the program and initiative have only gotten larger, and we continue to reach out to multiple disciplines in the area.

What is your involvement with your local equine community?

Our involvement with our Equine community is growing by leaps and bounds. In 2024, we were at events that targeted hunter/jumpers, eventing, and one steeplechase race. This season we have continued with those same events, but also reached out to western groups, the local rodeo and herd management groups, polo, foxhunting, pony clubbing,

dressage, therapeutic riding, flat tracks, vaulting, and equine education programs. We have started to develop a network of valued customers that are also spreading the word on our behalf. The best marketing is through word of mouth. By being where the customers are at the horse shows and events, we are making our products easily accessible to them and on their schedule. This bridges the gap of time and opportunity for both schedules. This bridges the gap of time and opportunity for both our dealership and the customer. We are also the Official Equipment Sponsor of the Virginia Horseshow Association and the Battlefield Horseshow Association. In our AOR, we have more horses per capita than in any other area in the country. We have all disciplines in our area, making it a very diverse market and customer audience. Even with the differences in the horse’s job and farm sizes, what doesn’t change is the customer's need for high-quality equipment at a better cost, which is what they receive through the Equine Discount Program. Our motto has become, “If you ride in a saddle, you need to Get In The Seat!”

Can you discuss your involvement in different aspects of the program, such as construction equipment and track sales?

As we have only had this initiative in place for 11 months, we have not specifically targeted CCE or track sales. Our goal currently is to continue to establish the customer needs and continue to grow our inventory to have in stock the equipment that benefits the Equine customer, such as sprayers, spreaders, harrows, drags, and manure spreaders, among other items. As we continue to develop our customer network, we will be able to precisely identify needs based on everyone, from small home barns to large equine facilities.

Ready to join the equine family and receive exclusive discounts on equipment as well as access to local events? Contact us or learn more by visiting our Equine Association Members page today.