The Job of a Mother

Have you read this news story about the advertisement that has had many working mothers in an uproar?

If not, here’s the ad in question. It was sent out by a real estate firm, Costello & Costell0, in Issaquah, WA.

costello and costello real estate ad working mother

Offensive, isn’t it?

The back is even worse:

costello and costello real estate ad working mother

But frankly, I was even more offended when I read the “apology” that the Costellos issued. It said,

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 [sic] 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 this line that made me grind my teeth: “we know that the job of a mother is far more demanding than what we do as real estate professionals…”

They entirely missed the point as to why their ad was so offensive.

I wasn’t offended by this ad because I thought they undervalued the job of a mother. I was offended by this ad because it very strongly implies that a mother can’t successfully run a business out of her home if she also has small children. It’s a slap in the fact to mothers who DO work hard, every day, to succeed as a mother and a businesswoman. It’s a giant middle finger to all the mothers who stay up late and get up early so they can devote hours to their businesses while the kids are still asleep. It’s a rude “F— you” to the mothers who do hire babysitters, or depend on relatives or spouses, or even their older kids, so they can attend meetings or perform other client-facing activities.

The Costellos didn’t devalue the job of a mother. They devalued a woman’s ability to be a success at more than just motherhood, and they implied that only people (or perhaps just men, apparently) who are able to devote 40+ hours outside the home can be a success at their jobs. They also seem to be under the impression that women who run a business from home only work “part-time.” What about the moms who work early mornings, late nights, and many weekend days — often putting in 40 hours a week (if not more) to their businesses, while using the daytime hours to cook, clean, run errands, change diapers, etc.?

These mothers work hard so that they can give their best to their clients and their families, and I’m willing to bet they work harder to do it than two guys in fancy suits with cushy offices, who (I’m willing to bet) never have to give a second thought to who is watching their children while they’re working. Based on the bright idea they had to run this ad, I’m guessing they either have no offspring at all, or they have spouses utterly devoted to the 24/7 care of their children. Working moms by definition don’t have the former circumstance, and hardly ever have the latter luxury (the vast majority of working moms with whom I am acquainted having spouses who work full-time as well).

Kids are expensive. Daycare is expensive. Both facts are why so many mothers have attempted to find a source of income that doesn’t require them to pay for daycare yet still contributes to the family finances. And there may be some mothers as caricatured in the ad who only make a halfhearted effort to make their businesses succeed. But in my experience, working moms who set out to run a business out of their home pour their heart and soul into it, and make an effort to give their clients the best work that they have, while also making sure that their children don’t suffer as a result.

It’s an exhausting life to live, but many mothers do it anyway, because they don’t have the luxury of being able to choose to parent full-time or earn money for their families – they have to do both just to be able to afford the basic necessities. And what doesn’t help is when companies like Costello & Costello seek to denigrate and disdain the work that they do. Perhaps they should reconsider their (ungrammatical) apology and start supporting working mothers instead of insulting them.

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