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Real Estate Ad Sparks Backlash Over Working Moms
A real estate ad making its rounds in Seattle recently posed the question, “Who would you rather have on your side?” My gut response is, “Definitely the woman on the left who’s juggling a million things in the midst of kid chaos. Not the pretentious guys on the right.” But according to the folks at Dutton and Dutton Realty, my choice is apparently wrong.
The masterminds behind this ad (let’s call them Jake and Ryan Dutton) thought it would be clever to highlight the supposed shortcomings of working moms as real estate agents. Their message? Working moms are only part-time agents because they’re too busy managing kids—who seem to be depicted as little tornadoes creating chaos everywhere. Seriously, do you want a real estate agent who looks like she’s been through a craft project gone wrong? They even included a picture of a mom with a duck in her living room, because why not?
On the flip side of the ad, they compared their offerings to what a working mom could provide, and their list (surprise!) was extensive, while the mom’s side simply stated, “Available at THEIR convenience.” It’s almost like they didn’t have a woman around to give feedback during the brainstorming session. Maybe she was too busy trying to wrangle the duck.
The backlash was swift, leading Jake and Ryan to post an apology on their Facebook page. They stated, “There are countless professional agents in our area who are also devoted mothers, including some on our team. Our intention was to highlight the benefits of having a full-time agent in a competitive market, but we missed the mark. We hold moms and working mothers in the highest regard and recognize their responsibilities far exceed what we do in real estate. We sincerely apologize.” Well, they misspelled “highest,” and their apology feels a bit half-hearted. It seems the Dutton duo might benefit from consulting a working mom to learn how to handle pressure better.
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In short, this real estate ad took a misguided jab at working moms, sparking a much-deserved backlash and a lackluster apology. It serves as a reminder of the importance of recognizing and respecting the hard work of mothers everywhere.