Costello Real Estate Apologizes Over Upsetting Ad Mocking Working Moms

A recent ad that mocked working moms caused an uproar over the internet, bashing the real estate group responsible for it.

Kiro TV reports that the Costello and Costello Real Estate group launched an advertising campaign that shocked many people in Snoqualmie Ridge, especially mothers who were balancing their time between being a mom and a part-time worker.

The flyer has two pictures, on the left shows a tied-up mom with three kids, and one of them is painting her face. Beneath the mom is a caption that goes "Part Time Agent VS", which is contrasted by two well-dressed men on the right, with a caption beneath them that reads "Full Time Professionals." Below both pictures is a question that asks "WHO WOULD YOU RATHER REPRESENT YOU?"

Listed on the flip side of the ad are the things that the Costello group can do for their clients, balanced against what the woman (representing part-time real estate agents) can offer. In addition, "Available at THEIR convenience not yours" is written as caption for the woman.

The ad, which was sent to homeowners in the area, received such a backlash over the internet, with people saying how disappointed or insulted they were by the idea represented by the photo.

A Facebook user first flagged the ad, which has garnered numerous responses. Soon, more people blasted the ad, with others (including network sites) taking it to social media.

"'Who would you rather represent you?' Um, DEFINITELY the woman on the left," responded website scarymommy.com.

Others posted the ad on twitter.

Real estate firm's ad bashes working moms, backfires spectacularly. https://t.co/LyJmZaMbHS pic.twitter.com/BQm982e7E2

— someecards (@someecards) September 17, 2015

RealtyToday reports that the two men on the right side of the ad, company owners Chase and Jeffrey Costello, posted an apology letter in their Facebook account addressed to all who were offended by the ad.

"The Costello Team would like to apologize for our last marketing piece and we take full responsibility for it. We have received a flood of emotionally charged messages and phones calls, and we thank you for your responses. As sons of a single working mother and agents trying to build a family business, these reactions were difficult and important for us to hear."

"There are thousands of professional agents working in our area who are also dedicated mothers, including several members of our team. Our original hope with this message was to show the value of having a full-time agent in a competitive market, but we completely failed. We have the upmost respect for moms and working mothers, and we know that the job of a mother is far more demanding than what we do as real estate professionals. Again, we are truly sorry. It was not representative of the company we wish to be."