Susan Emo, Kingston and the 1000 Islands Area (Sotheby's International Realty Canada - Brokerage)

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Scott Godzyk
Godzyk Real Estate Services - Manchester, NH
One of Manchester NH's Leading Agents

Marketing 101 promote what you do well and not what your competitor doesn't do well. In this day and time that ad is poor taste. 

Sep 15, 2015 03:00 AM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Those guys have a future in the Trump campaign.

Sep 15, 2015 03:15 AM
Sandy Padula and Norm Padula, JD, GRI
HomeSmart Realty West & Geneva Financial, Llc. - Carlsbad, CA
Presence, Persistence & Perseverance

Never tear down the competition: Rule #1

Sep 15, 2015 09:21 AM
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

If your best value propostion is full time vs "part time", you're already in big trouble.  Insulting the most likely decision makers, the moms of the community, well that's just a priceless move on their part.  Big time Fail other than people now know their names.

Sep 15, 2015 02:54 AM
Gary Coles (International Referrals)
Venture Realty International - Las Vegas, NV
Latin America Real Estate

I have always hated negative advertising --  and I am not surprised that their reputation was damaged

Sep 15, 2015 02:43 AM
John Meussner
Mason-McDuffie Mortgage, Conventional Loans, Jumbo Loans, FHA, 203(k), USDA, VA, - Walnut Creek, CA
#MortgageMadeEasy Walnut Creek, CA 484-680-4852

I think their execution couldn't have been any worse, but I feel for them in the reaction and attacks they've gotten since --- I understand their intent, and message that their only focus is on their clients, but it could have been communicated in a much better manner.

Sep 15, 2015 03:27 AM
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

Rule #1 in any marketing campaign is to know your customer. The Costello's have done a great job of alienating about 57% of their market is my guess. 

Sep 15, 2015 05:43 AM
Andrzej Niemyjski
Realty One Group - Sun City West, AZ

There are part time agents that work much harder than many so called full time agents and using negative advetising is just wrong

Sep 15, 2015 05:12 AM
Caroline Gerardo
CMG Financial - Newport Beach, CA
C. G. Barbeau the Loan Lady nmls 324982

They are getting killed on Yelp -even outfit reviews of their pocket scarves


Sep 15, 2015 06:10 AM
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

I really enjoyed Michael's answer and couldn't agree with it more.

Sep 15, 2015 04:45 AM
Jack Lewitz
IL Real Estate Specialists - Evanston, IL

Isn't working  part time our goal. If we are successful you can work when you want , with whom you want and still have time to enjoy life . 

Sep 15, 2015 05:11 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

OMG, reminds me of a woman who wanted to best our client, whose name was a household word in several communities.

She ran a postcard campaign which said, "I am not Suzy Jones (fictitious name)".   She got that right.  LOL A

Sep 15, 2015 05:17 AM
Kathleen Luiten
Resort and Second-Home Specialist - Princeville, HI
Kauai Luxury Ocean Home Sales

No I didn't see this, Susan. If I got that in the mail it would hit me as reverse-advertising, definitely going for the busy working mom over the guys with the arrogant attitude.

Sep 15, 2015 04:48 AM
Cindy Davis
SD Home Source Realty - San Diego, CA


Sep 15, 2015 02:44 AM
Hella M. Rothwell, Broker/Realtor®
Carmel by the Sea, CA
Rothwell Realty Inc. CA#01968433 Carmel-by-the-Sea

Wonder who gave them that advice. Someone had to stage that "mom" photo. Maybe one of their wives? Frankly, she looks like she's got it together, the kids are having fun and she doesn't look slovenly, in fact, put together well. Says a lot about what these guys think their wives and children do when they are out being "professional".

Sep 15, 2015 11:48 AM
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

I had not seen this. I wonder if the part time mom outsells the two guys.

Sep 15, 2015 09:57 AM
Susan Emo
Sotheby's International Realty Canada - Brokerage - Kingston, ON
Kingston and the 1000 Islands Area

Yikes !!!  I just discovered one of them is here (was here) in the Rain

Sep 15, 2015 05:52 AM
Greg Nino
RE/MAX Compass, formerly RE/MAX WHP - Houston, TX
Houston, Texas

I get the idea of separating yourself from the competition, but this is a smear on "being a mom" and parent in my humble opinion. 

Sep 16, 2015 01:01 AM
Joshua Frederick
Home Inspector for ASPEC Residential Services, LLC - Defiance, OH
Home Inspector in Defiance & all of Northwest Ohio

I get to see the good, bad, & ugly, when it comes to agents, and I've learned it doesn't matter if they're full time or part time, how much they sell, etc.  What does matter, is what kind of person they are, period. 

Whoever created that marketing idea, would be in the bad & ugly denomination.

Sep 15, 2015 08:21 PM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

I don't think it was a smart post card, but I'm totally appauled at people trashing them on yelp.  Those people are just as bad as the original lack of thought.  I wouldn't hire anyone who had posted a bad review of someone they had never done business with either.  And I find it sad that people are offended over every little thing.

Sep 15, 2015 01:03 PM
Keith Strawn (Ballenger Realty) - Beaufort, SC

Incredibly  ignorant and insensitive.

Sep 15, 2015 12:48 PM
Tony and Suzanne Marriott, Associate Brokers
BVO Luxury Group @ Keller Williams Arizona Realty - Scottsdale, AZ
Serving Scottsdale, Phoenix and Maricopa County AZ

Hilarious - obviously not something they ran by their Franchisor.  Don't they have rules about those things?!?

Sep 15, 2015 11:38 AM
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

Not only does this make a sad statement about the individuals who did the marketing, as a group it makes  hardworking Realtors look petty.  We all know agents who work hard...and those who hardly work.

Sep 15, 2015 10:41 AM
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

Simply in bad taste.

Sep 15, 2015 09:26 AM
Stefan Winter
Real Estate in IL & NV | Owner of Real Estate Web Tech | Daily Vlogger - Las Vegas, NV
Owner - Winter Group & Real Estate Web Tech

That one is negative, if they have an amazing team talk about that and what makes them stand apart. Chances are their standards of service may very well be better then someone part time, but show what you offer without showing what others may not. 

Sep 15, 2015 04:22 AM
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Susan Emo What were they thinking?

Sep 15, 2015 03:10 AM
Amanda Christiansen
Christiansen Group Realty (260)704-0843 - Fort Wayne, IN
Christiansen Group Realty

If part of your advertising is having to put others down, I don't think it shows a lot of class.  

I remember seeing a few Ben Kinney expired marketing pieces that blatantly put other agencies down.  

Not in good taste in my opinion. 

Sep 17, 2015 11:03 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Susan Emo , I heard you nearly crashed the AR server with this question!  LOL  Apparently, you hit a cord with a lot of people!

Sep 17, 2015 06:46 AM
Vera Gonzalez
RE/MAX Suburban, Inc. - Sterling Heights, MI
Gonzo For Real Estate

I have 6 children and one on the way. I am a full time agent as well. My mom always said " If you want something done, give it to a busy person. " I really dislike when anyone puts people in the full/part time catergory. As long as they get the job done, when they respond in a timely manner etc , what does it matter. I am not paying their bills. 

Sep 17, 2015 12:29 AM
Jeff Pearl
RE/MAX Distinctive / LIC in VA - Lovettsville, VA
Full Service Full Time Realtor

They should change the title to " Part Time Professional" for the working mom, VS " Full Time Idiots"  for themselves, then send them out to the same mailing list. I think that post card shown is going to cause them to lose a lot of business.

Sep 16, 2015 11:57 PM
Sharon Lea
Athens, OH

Wow, this ad is offensive on so many levels. If someone mailed that postcard to me and I were planning on selling my home I would be sure NOT to hire them no matter how many good reviews they have from previous clients! 

Sep 16, 2015 12:09 PM
Elizabeth Weintraub Sacramento Realtor Top 1%
RE/MAX Gold - Sacramento, CA
Put 40 years of experience to work for you

How discriminatory against women. I'm with Michael Jacobs on this one, too. These guys do have a future on the Trump campaign.

Sep 16, 2015 11:17 AM
Michele Connors
The Overton Group, LLC Pitt & Carteret County - Greenville, NC
Your Eastern North Carolina Realtor

Its not necessary to step on someonelse to gain traction unless you are just a slimeball . In that case, Id take the PT agent. 

Sep 16, 2015 07:45 AM
Carla Muss-Jacobs, RETIRED
RETIRED / State License is Inactive - Portland, OR

Well, bashing people is alive and well in these United States!  Yup, let's bash working mothers now . . . and toss in their little darlings!

There is no such thing as a "part time" agent.  We are ALL independent contractors . . . and set our OWN HOURS!  Therefore, it's up to us.  What is part-time in real estate anyway?  If we set up our own hours, it's up to us.   I hate this type of pitting one against the other . . . in all it's variations and forms.  

I was a SINGLE mother, "part-time" agent and caregiver to an elderly 90-year old woman who had Parkinsons' when I first started out in real estate. I made $10/hour care-giving to Martha.  She was my first client and I sold her house on a "life estate" and then became her care-giver during the week at 25 hours.  

Thankfully, my clients didn't seem to care.

Sep 16, 2015 07:21 AM
Janice Zaltman Realtor, LEED AP
United Realty Group - Boca Raton, FL

Hello Susan, Yes, I did see it yesterday along with all the responses. Don't think that was their intention but they may pay a huge price for it. Who knows these days, just look at our news.

Sep 16, 2015 03:10 AM
Kathleen Daniels
KD Realty - 408.972.1822 - San Jose, CA
San Jose Homes for Sale-Probate & Trust Specialist

Holy Crap!!! I had not seen it ... but I have now. What were they thinking!????  I cannot say for sure but I feel there may be a few Code of Ethics violations in that ad as well. 

As for part-time ... I work part-time every single day.  I work 12 hours a day.

Sep 16, 2015 02:10 AM
Paul S. Henderson, REALTOR®, CRS
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

One thing we all have in common is we all had moms at one point in our lives. Even if this was a tongue in cheek ad (which it wasn't) you don't attack others. Promote yourself don't step on others...

Sep 16, 2015 12:09 AM
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Susan Emo ,

OMG I can't believe these agents thought this kind of negative advertising would result in any positive outcome! Extremely poor taste and has hurt their image profoundly!

Sep 15, 2015 09:27 PM
Bob Crane
Woodland Management Service / Woodland Real Estate, Keller Williams Fox Cities - Stevens Point, WI
Forestland Experts! 715-204-9671

Mudslinging is always the best way to destroy any profession. In our profession it is a clear ethical violation and he would have been booted out of the ACF.

Sep 15, 2015 05:47 PM
Althea Kippes, Esq.
Catarra Real Estate, Inc. - Los Altos, CA
Serving all of Silicon Valley and San Francisco

Part of me wondered if this was really some genius marketing idea, because now everyone is talking about them!

Of course, they are not saying a lot of good things...

Anyone remember the quote "There is no such thing as bad publicity..." ? The rest of the quote is "except your own obituary."


I guess this is their obituary.

Sep 15, 2015 03:20 PM
Troy Erickson AZ Realtor (602) 295-6807
Good Company Real Estate - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

Susan - I had not seen this, but this is exactly why I never try to say or do anything negative towards anyone else.

This probably would have been okay if it was a political campaign (ha, ha), but obviously lots of backlash to the negative advertising. Putting down mothers is never a good idea.

Sep 15, 2015 02:43 PM
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

Ads like this are not necessary and make the one responsible look less than professional. 

Sep 15, 2015 02:02 PM
Martin Kalisker
Greater Boston Association of REALTORS - Boston, MA
Professional Standards & Legal Assistant

That kind of advertising definitely wouldn't go over well in my market where there is a very strong support network for the real estate agent/mom who markets herself through other parents and classmates.

Sep 15, 2015 01:58 PM
Teri Pacitto
Compass - Westlake Village, CA
Real Estate, Your Style...Your Home...My Specialty

There are two of the Costello's to one part- time Mom.  I'd defend the part time Mom against these two anyday.  If you can't say something nice try to be professional and not bash others thinking it makes you look good. 

Sep 15, 2015 01:46 PM
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

They were honest but the advertising delivered a wrong message...


Sam Shueh

Sep 15, 2015 11:54 AM
Sara Wagner
Woodland Management Service - Adams, WI
The Forestland Experts!

Negative only harms the profession.

Feb 08, 2019 11:54 PM
John DL Arendsen
Crest Backyard Homes "ADU" dealer & Contractor

Lot's of major brands have tried negative adv. over the years and most of it always came back to bite them in the ARS one way or another. Plus, I just don't see how it ingratiates the advertisor with his target market.

Sep 22, 2015 05:40 AM
Chip Morgan
Long Realty - Dove Mountain, Marana AZ - Tucson, AZ

Wow... This is the kind of thing that gives us all a bad name.  Why drag eachother through the mud instead of just saying... We're full time Real Estate professionals, here's what we can promise, commit, and do well. 

NEVER TRASH ANOTHER AGENT!  I think this makes all of us look bad.

Sep 22, 2015 05:09 AM
Katina Hargrove 352-551-0308
Stake Your Land Realty, Inc. - Eustis, FL
Broker/Owner, GRI,SFR, REALTOR®

Good day Susan,

Not a smart move on their part. Their message came across they wrong way. Very poor example, they will reap the rewards........

Sep 21, 2015 03:15 AM
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

Thank you for sharing. I had not seen this before.

Sep 21, 2015 12:14 AM
Susan Templeton
Bellingham, WA

Did they actually pay for that appalling communication? I doubt their designer was a 'professional' and should be taken to task for such bad advice.

Sep 18, 2015 11:48 AM
Sharon Altier, SFR
Lawton Realty Group, Inc. - Elmhurst, IL

At the very least, they have people talking...I remember years back when a young Realtor took a pic of himself in towel around the waist and caption read, "Want something hot? with....." -  


Sep 18, 2015 06:47 AM
James (Jim) Lawson, DBA LLC - Bonita Springs, FL
Broker Associate, RSPS, BPOR, HI & PE

There are very few things you can generalize about and be correct. This is not one of them. I'd like to see these guys try to prove their thesis.

Sep 17, 2015 04:16 PM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Susan- when anyone has to put down or post negative comments about their competition then that tells me they have nothing else to offer a consumer.  With the Presidential election  running rampant, I'd imagine there may be a need for writers such as these.  If they are not the authors of this campaign, I would hope they would revisit their choice of marketing professionals. 

Sep 17, 2015 07:50 AM
Bruce Swindell, P.A.
Florida Homes Realty & Mortgage - Jacksonville, FL

What were these guys thinking?  They might want to start thinking about a different line of work after alienating potential customers and other agents.

Sep 17, 2015 01:17 AM
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

I didn't see this - somehow I missed all the hooplah - but it's pretty derogatory and insensitive, and clearly did not have the desired impact, unless all they wanted was any kind of attention. I guess it's a good thing Mr. Costello hasn't done anything here other than add a profile. But I was kinda interested in his posts as a comparison! LOL

Sep 16, 2015 11:05 AM
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

I've been put through the wringer the last day or so. I hope it isn't bad to say "better them than me"! I understand the point they were trying to make, but who came up with that idea?

Sep 16, 2015 09:50 AM
Bruce Brockmeier
Internet Marketing Consultant to REALTORS® - Yorba Linda, CA
Coached By Crouch

I missed all the fun!  Thanks for the heads up.  I see, on Yelp, that most of their clients are happy with the Costellos.  I think they learned a valuable, and painful, marketing lesson from this whole experience.

Sep 16, 2015 08:49 AM
Maureen Bray Portland OR Home Stager ~ Room Solutions Staging
Room Solutions Staging, Portland OR - Portland, OR
"Staging that Sells Portland Homes"

Yes, I saw it on FB and thought it was very ill-advised "advertising."  Shame on those guys!  I bet they now regret sending it out.

Sep 16, 2015 08:16 AM
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

Obviously not a well thought out campaign here, Susan Emo ... for SO many reasons ... 


Sep 16, 2015 04:51 AM
Jon Quist
Tucson's BUYERS ONLY Realtor since 1996

There should be a less tacky way of emphasizing "full time professional", as that is actually kind of important. This card is tacky and offensive.

Sep 16, 2015 02:26 AM
Wanda Kubat-Nerdin - Wanda Can!
Prado Real Estate South - St. George, UT
So Utah Residential, Referral & Relocation REALTOR

Did not see that ad Susan. There are so many positive ways to tout their own strengths rather than encroaching into poor taste territory. Wow!

Sep 16, 2015 12:03 AM
Richard Robibero, ABR, SRS
Panorama R.E. Limited - Toronto, ON
Selling Your Home as if it were My Own!

Are part-time agents really a threat to anyone that you have to make it a core message in your advertising? They are part time! The handful of deals they are able to cobble together should be of no threat to a full time agent who is doing well.

Sep 15, 2015 11:46 PM
Jeanne Feenick
NextHome Premier - Basking Ridge, NJ
Basking Ridge, Warren, Bridgewater Market Expert

Sounds like this has a good chance of back-firing on the "full time professionals".  I do believe it is tough to be successful if you dabble in real estate, but that message could be handled differently for sure.


Sep 15, 2015 10:07 PM
Fred Griffin presently on Leave of Absence
Fred Griffin Real Estate - Tallahassee, FL
Licensed Florida Real Estate Broker

Serious damage to their brand ("the suits"). 

Sep 15, 2015 08:58 PM