“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,” Costello and Costello Real Estate said on its Facebook page. “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.”
The ad featured a side-by-side comparison of a part-time agent and full-time professionals.
The part-time agent was a woman in a mess house with three children; the full-time professionals were the Costellos in pristine suits. Check out the ad below.
CBS Seattle, the publication that broke the story, assembled a collection of incensed comments left on the company’s Facebook page.
“Very disrespectful to insinuate a woman can’t fulfill responsibilities as a mother and real estate agent.”
“I am sorry that you feel the need to belittle the working mother to make yourselves look like professionals!”
“This ad is so offensive to woman and men everywhere. I would hope that you are taking a long hard look at your marketing firm over this ad placement as well as who approved it in your own firm. Extremely unfortunate choice of advertising.”
A number of media outlets picked up on the story, with Buzzfeed going so far as to run it under the headline, “This Might Be The Most Sexist Real Estate Ad Ever.”
Two real estate agents were quick to apologize for an advertisement many deem to be sexist.