Last week, this promotional mailer, a piece of bona fide “junk mail,” was sent to hundreds of homes in the Snoqualmie Ridge area of Seattle, Washington. Based on the ad copy, it seems the only way Chase and Jeffrey Costello of the Costello and Costello Real Estate Group could think to market themselves and their business was to insult working moms. And here’s the kicker… these geniuses were raised by a single working mother and they have working moms on their own sales team.

Using the same “dudes in suits vs. working moms” mentality, the flip side of their mailer continues to pile on with the comparative insults. According to KIRO-TV’s Alison Grande who first reported the story, “… it lists what the Costellos can provide balanced against what the woman can offer.” For the woman with three children it says, “Available at THEIR convenience not yours.”

Among the host of obvious reasons to not do what they did, we’d like to remind these “full time professionals” that single women are buying homes at nearly twice the rate of single men (single women now account for 23% of first-time buyers and 16% of repeat buyers). Nonetheless, the brand of lazy, lunatic marketing they employed has made quite a name for the Costello boys, just not the name they were hoping for. KIRO-TV noted, “The ad is getting blasted all over Facebook and has women talking on Snoqualmie Ridge.”

Since sending the offending snail mail out into the world, the Costello Real Estate Group has, by their own account, “received a flood of emotionally charged messages and phones calls,” which left them no choice but to issue an apology Monday afternoon. Here’s their closer…

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.

Nice try, but the damage is already done fellas. Perhaps you should consider marketing on your own merits next time… though there might not be a next time for you after this mindless stunt.

PS – As if this mailer wasn’t reason enough, please get yourselves a new copywriter… for the high degree of respect you claim to have for moms and working moms, the word you want to use is utmost, not upmost.