Tire kickers or hoof kickers as I call 'em are just looking for the sake of looking and have no intention of buying. That said, I never put something like that in my ads because you never know who might end up having a friend or a friend of a friend or a cousin, and because you were nice to them and treated them kindly, will then refer them to you, so make a sale.
I have a mare that I'm going to list for sale when I get some good photos. She's not going to be for just anyone, she can be very silly. So, when someone inquires, I'm going to ask about their handling experience because this horse would not do for someone who is brand new to horses. But I will treat every inquiry with respect and kindness, just as I expect those who ask to treat me with respect and kindness. I won't just put in the ad, "Mare is hot, requires very seasoned handler." because in fact, she can be handled by a kid, it just has to be the right kid and it's up to me to find the right person. Same thing for the person who looks for a horse, you gotta go look at them and try them before you find the right one.
Anyone who gets offended by you looking and then, praise God and thank you, for being honest enough to just say, "I don't think your horse will be a good fit for us.", is an idiot and deserves to keep their horse for a lifetime. Too many people are afraid of offending and won't say NO and then it becomes a huge pain for seller and buyer, because the seller is going to waste a lot of time following up a dead end.