Real estate firm under fire

by Justin da Rosa23 Oct 2015
Two real estate agents were quick to apologize for an advertisement many deem to be sexist.

“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.”


  • by Pat | 10/23/2015 11:57:49 AM

    As a single mother who is a successful mortgage broker for 25 years I find the ad insulting but humorous because although I am sure there are a few, how many men could juggle a family and a full time career? Not nearly as many or as well as women! Its easy to be a "full time professional" when that's all you have to do! haha

  • by Griff | 10/23/2015 11:58:09 AM

    As sons of single mothers that may be a fair demonstration of their lives. Mom trying to hold it all together and how they saw their lives. That mom deserves a ton of credit; if she can sell real estate and wrangle those kids good on her. Very poor ad on the part of these agents.

  • by Victoria | 10/23/2015 12:47:37 PM

    I have a great deal of respect for the mom supporting two careers (mother and professional). I have always been a working mom and professional and ultimately held a position of SVP of a very large bank.

    Ad was in very poor taste.


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