In a market like New Jersey, where listings in hot pockets like Bergen, Hudson, and Essex counties can spark bidding wars within hours, “Highest and Best Offer” (HABO) has become more than a strategy—it’s practically standard protocol. But it’s also a tightrope walk. Ask for highest and best too early, and you might spook serious buyers. Wait too long, and you risk dragging negotiations into no man’s land.
So, how can sellers—and more importantly, their agents—play the HABO card right?
Let’s break down practical, seller-focused strategies that actually work in New Jersey’s nuanced market conditions. No fluff. No generic templates. Just grounded insights you can use.
First, a quick refresh: What is HABO, really?
When a seller gets multiple offers—often within hours of listing—they (via their agent) may call for “Highest and Best.” This means all interested buyers need to submit their best possible offer (price, terms, contingencies, etc.) by a specific deadline. No countering. No back and forth. Just one shot to win the deal.
In theory, it’s clean and efficient. In reality? It can go sideways—fast—without the right positioning.
- Time it right—or don’t do it at all
Not every multiple-offer situation warrants a HABO. If you’ve got two decent offers, it might be smarter to negotiate quietly than publicly escalate. A full-blown HABO scenario makes more sense when you’ve got at least three or more offers and clear momentum. Especially on real estate listing websites, where buyers can see “Under Contract” flags disappear fast, timing matters.
Too early, and it feels like a pressure tactic. Too late, and the energy fizzles. In New Jersey, weekends tend to see the most buyer traffic—if you’re going live on a Friday, consider setting your HABO deadline for Monday evening. This gives the listing enough exposure without letting it sit stale.
- Price strategically to invite competition
This might sound obvious, but a lot of sellers still aim too high, thinking they’ll “leave room” to negotiate. That approach? It often backfires. The most successful HABO listings in NJ are priced just below perceived market value. Why? Because pricing low generates urgency. It casts a wider net on real estate brokerage websites and draws in both serious buyers and curious ones.
That psychological nudge—“Wait, this might go fast”—gets people emotionally invested early. That’s where the magic starts.
- Transparency is your power play
One of the fastest ways to kill a HABO listing is ambiguity. If buyers don’t understand what the seller wants—or suspect they’re being used to drive up someone else’s offer—they’ll walk.
Clear communication from the listing agent is key. Disclose timelines. Set expectations. Make it known if you’re considering more than just price—maybe a flexible closing timeline matters more to the seller than an extra $5K.
This is where your brokerage’s reputation and communication style matters. The top-performing agents on real estate brokerage websites like BidHom lead with clarity. No games. No drama.
- Know when to not ask for highest and best
Here’s something we don’t talk about enough: HABO isn’t always the best move. In cases where you already have a strong offer (cash, quick close, limited contingencies), it may be better to negotiate directly with that buyer. Calling for highest and best in that scenario might make them feel taken for granted—and could cost you the deal.
Gut check: If you’d be thrilled to accept the current offer as-is, pause before inviting others to outbid them. Sometimes quiet strength wins.
- Leverage your platform smartly
In a HABO scenario, exposure is everything. Real estate listing websites should be working for your listing, not just hosting it. That means using platforms where visibility is high and control stays with the agent. With BidHom, for example, brokers can list, manage, and update properties with live auction-style features—making HABO-style bidding not just transparent but trackable.
Bonus: BidHom listings integrate agent branding, so your credibility carries into every bid interaction. That’s the difference between a blind bidding war and a strategic negotiation.
- Don’t ignore the emotional layer
Real estate agents already know this, but it’s worth spelling out: sellers are emotionally tied to their homes. During a HABO situation, they may feel like they’re running an auction on something personal. Respect that. Prep your sellers early. Set the tone around strategy, not desperation. Help them see HABO as a tactic to maximize value, not just play buyers against each other.
The best agents keep one eye on the data—and one on the person.
Final thought: Control the chaos, don’t fuel it
Highest and best should be a tool, not a trap. In New Jersey’s dynamic market, it pays to think two steps ahead—not just about the offer you’ll get, but the experience you’re creating for both the seller and the buyers. How you manage HABO reflects directly on your brand.
Whether you’re a solo agent, team lead, or broker-owner, platforms like BidHom give you more than just listing space—they give you control. From offer management to bidding visibility to agent-first tools, it’s built for today’s real estate landscape.
