Selling

Writing a Machine Ad That Sells

Updated 5 November 2026

A machine ad that sells leads with the exact model and year in the headline, states the asking price, and gives the facts a buyer needs to judge it without a call: counts, last service, what is included and why you are selling. Adverts fail because they are vague, not because the machine is poor.

Key takeaways

  • A machine advert sells when the headline gives brand, model, year and condition in that order, because that is how buyers search.
  • State a price and say whether it is firm; adverts that say "POA" or "offers" tend to draw low-ball messages rather than serious buyers.
  • For a HydraFacial MD Elite, our machine page figures show a used range of €5,500 to €22,500 against a €32,000 new list price, so your advert should explain why your unit sits where it does.
  • Disclose faults in writing: the CCPC's consumer guidance says buyer rights do not cover a fault the seller pointed out before purchase.
  • Write "cleared funds before collection", because Gardaí advise sellers to check the money is actually in their bank before handing goods over.

Think about who is reading

A clinic owner reading your advert is asking three questions in order. Is this the model I want? Can I trust the seller? What will it cost me on top of the price? Everything you write should answer one of those.

The headline

Put the brand, model, year and condition in the first line, in that order, because that is how buyers search.

  • Weak: "Great facial machine, must go"
  • Better: "HydraFacial MD Elite, 2019, serviced, full accessory set"

Do not use capitals, exclamation marks or words such as "bargain" and "rare". Skip "like new" unless you can prove it. Our existing HydraFacial MD Elite machine page lists the model the way buyers know it, so use the same name.

The spec block

After the headline, give a short block of facts, one per line, so they scan quickly. A good block covers:

  • model and year of manufacture
  • serial number, or a note that you will share it with serious buyers
  • usage: pulse, shot, cycle or treatment counts, as shown on the screen
  • date and provider of the last service, and whether a report is available
  • software or firmware version where relevant
  • condition in plain words: working, cosmetic marks, any known fault
  • the exact list of items included
  • location, and whether collection, viewing or delivery is possible

If a figure is missing from the block, buyers will ask for it, and each message you have to answer slows the sale.

The description

Keep it to three short paragraphs.

  1. What it is and how it has been used. Say how many therapists used it, how busy the clinic was and whether it has been in storage. Be factual: "used three days a week in a two-room clinic since 2020" is more useful than "lightly used".
  2. Condition and service. Mention what was repaired or replaced and when. Disclose faults. It builds trust, and you lose nothing a buyer would not have found at inspection.
  3. Why you are selling. "Upgrading to a newer platform" or "closing the treatment room" is enough. A missing reason makes people suspicious.

Pricing in the advert

State a price. Adverts that say "offers" or "POA" attract fewer serious buyers and more low-ball messages. Decide whether the price is firm or negotiable, and say which.

Where do you start? For a HydraFacial MD Elite, our machine page figures show a used range of €5,500 to €22,500 against a new list price of €32,000. That range is wide because age, condition, consumable stock and remaining service cover differ so much. Your position in it should be explainable in the advert: a newer unit with a service report and unused consumables sits near the top, an older unit with no history sits near the bottom. For the method, see how to price your used aesthetic machine.

A fill-in template

Copy this into your listing and replace the brackets.

> [Brand model], [year], [condition] > > Asking price: €[amount], [firm / open to sensible offers]. > > Model and year: [ ] > Serial number: [available on request / number] > Usage: [count shown on screen] > Last service: [date, provider, report available yes/no] > Condition: [working order; list any marks or faults] > Included: [list every item] > Location: [county]; viewing welcome, bring an engineer if you wish. > Reason for sale: [ ] > Payment: bank transfer, cleared funds before collection.

The payment line filters out most of the bad actors. A buyer who objects to cleared funds is probably not a buyer.

What not to write

  • Unverifiable claims. "Best on the market" and "never any problems" do nothing for you and can cause disputes later.
  • Promises you cannot keep. Do not promise a warranty transfer, training or service cover unless you have confirmed it with the manufacturer or distributor. Several manufacturers only agree transfers case by case.
  • Medical or results claims. Describe the machine, not what it will earn or achieve. Buyers will do their own sums, and our payback calculator guide shows how.
  • Patient details. Never mention clients or include them in photos.

Match the ad to the photos

Every number in the text should match what the photos show, and the photos should cover everything the text lists. Use our guide to photographing an aesthetic machine for sale for the shot list.

Where to post it

Post where buyers search by model. You can list free on our marketplace, with no commission, and the sell page shows the fields buyers see. Browse existing adverts in the classifieds and the HydraFacial category to see how comparable machines are described. If you also post on other sites, copy the same details and remove every advert the day the machine sells.

Reply quickly and consistently

The first message you receive is often the best one. Reply the same day, answer the question asked, and offer a viewing date. Keep a short note of what you have told each enquirer, so your answers stay consistent. If you need to move fast, read how to sell aesthetic equipment fast.

Prices on this site are indicative and vary by unit, so buyers should get written quotes and inspect any machine before paying.

Sources and notes

Frequently asked questions

Should I put the price in the advert?

Yes. A stated price filters out casual enquiries, and you can still say whether it is firm or open to sensible offers.

Do I have to mention faults in a machine advert?

You should. The CCPC's consumer guidance says rights do not apply to a fault the seller showed you before purchase, and it calls private sales "buyer beware". A clinic is a business buyer, so the consumer guidance may not apply directly; put the condition and any faults in writing and ask a solicitor about your contract terms.

What payment terms should I put in a machine ad?

State bank transfer with cleared funds before collection. Gardaí have warned that sellers can be sent fake proof of payment, and advise checking that money has been lodged before posting or handing over goods.

What should the spec block of a used machine listing include?

Model and year, serial number (or a note that you will share it), usage counts shown on screen, last service date and provider, condition, the exact list of included items and your location. If a figure is missing, buyers will ask for it before they commit.

What photos should go with a machine advert?

Show the whole unit, the serial plate, the screen with the counters visible, each handpiece and any marks or wear. Every number in your text should match what the photos show.

How do I price a used HydraFacial MD Elite in an advert?

Start from the researched range on our machine page figures, €5,500 to €22,500, then place yourself in it using age, service history and consumable stock. A newer, documented unit belongs nearer the top and an older unit with no history nearer the bottom.

Where should I advertise a used aesthetic machine?

Post where clinic buyers already search by model, including our free classifieds, which charge no commission. If you list in several places, use identical details and remove every advert when it sells.

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