Calgary real estate agent takes heat over Remembrance Day ad
'November is a Month to Remember. Remember when Prices were this Low?'
By Michele Jarvie, Postmedia
First posted: Thursday, November 03, 2016 03:26 PM EDT | Updated: Thursday, November 03, 2016 05:03 PM EDT
A Calgary real estate agent is taking heat for an ad linking Remembrance Day to home sales, including from the father of a soldier killed in Afghanistan.
Gary "Mr. Action" Fayerman's business ad in a neighbourhood booklet featured a photo of a soldier's steel helmet laying on a memorial surrounded by poppies. Large red letters state "November is a Month to Remember." Below that it reads "Remember when prices were this low?" and features two of his listings for sale.
Reaction was fast and furious, with calls to his Re/Max First office and some less-than-kind postings on Facebook.
"Heh 'Mr. Action', maybe you should strap on some body armour/helmet and head over to an area of conflict where some of our men and women are making a difference," railed one critic.
"Taste the dirt, feel the heat or cold/wet misery, see what many of our veterans cannot unsee, and maybe, just maybe, you might understand the many things Remembrance Day is meant for....making money off it is certainly not one of them."
Others felt the ad was crass.
"It is unbelievable that someone would exploit our service men and women in this manner," posted another commenter.
One person condemned the ad, saying that in Israel, it would be considered sacrilegious to advertise or promote using their fallen soldiers. "That store would essentially be shamed forever around here."
Reached at his office Thursday, Fayerman seemed shaken by the furor the ad caused and said he had no excuse.
"It was stupid and ridiculous....I've retracted the ad and I'm very remorseful. I do apologize immensely. It was careless thinking."
Fayerman said despite how it looks, the ad was not meant to be disrespectful. He said he is very proud of the military as his father was a bombardier and his uncle flew missions in a Lancaster bomber.
One of the Facebook posters suggested Fayerman could fix the error with some real action on his part.
"Perhaps a donation to the Veteran's Food Bank would be a great way of acknowledging your error and show how much the military community matters to you? They really do need the help."
Fayerman readily agreed and said he is donating to the Calgary Poppy Fund, is helping out with the Veterans Food bank drive at his real estate office on Monday and has accepted an invitation to attend the Remembrance Day Sunrise Ceremony on Nov. 11.
The invite came from the father of a Calgary soldier killed in Afghanistan. Murray Marshall's son Steven, 24, was an Edmonton-based combat engineer killed in 2009 after he stepped on an improvised explosive device while on patrol outside of Kandahar.
When he heard about the ad, Marshall headed to the realty office early Thursday morning, before it opened, and waited to meet Fayerman and his manager, who had served in the U.S. military. He said both were apologetic and gracious.
"I could be confrontational, I could set up pickets outside the office but what does that serve? I could be a complete *** — but that belittles my son's contribution."
Marshall thought the best way to diffuse the situation was to have Fayerman come and experience the power of the remembrance service.
"One of the things for me is, no one will forget my son, come hell or high water. My son and the others who served."
Gary "Mr. Action" Fayerman's business ad in a neighbourhood booklet featured a photo of a soldier's steel helmet laying on a memorial surrounded by poppies. Large red letters state "November is a Month to Remember." Below that it reads "Remember when prices were this low?" and features two of his listings for sale.
Calgary real estate agent takes heat over Remembrance Day ad | Calgary | Canada
'November is a Month to Remember. Remember when Prices were this Low?'
By Michele Jarvie, Postmedia
First posted: Thursday, November 03, 2016 03:26 PM EDT | Updated: Thursday, November 03, 2016 05:03 PM EDT
A Calgary real estate agent is taking heat for an ad linking Remembrance Day to home sales, including from the father of a soldier killed in Afghanistan.
Gary "Mr. Action" Fayerman's business ad in a neighbourhood booklet featured a photo of a soldier's steel helmet laying on a memorial surrounded by poppies. Large red letters state "November is a Month to Remember." Below that it reads "Remember when prices were this low?" and features two of his listings for sale.
Reaction was fast and furious, with calls to his Re/Max First office and some less-than-kind postings on Facebook.
"Heh 'Mr. Action', maybe you should strap on some body armour/helmet and head over to an area of conflict where some of our men and women are making a difference," railed one critic.
"Taste the dirt, feel the heat or cold/wet misery, see what many of our veterans cannot unsee, and maybe, just maybe, you might understand the many things Remembrance Day is meant for....making money off it is certainly not one of them."
Others felt the ad was crass.
"It is unbelievable that someone would exploit our service men and women in this manner," posted another commenter.
One person condemned the ad, saying that in Israel, it would be considered sacrilegious to advertise or promote using their fallen soldiers. "That store would essentially be shamed forever around here."
Reached at his office Thursday, Fayerman seemed shaken by the furor the ad caused and said he had no excuse.
"It was stupid and ridiculous....I've retracted the ad and I'm very remorseful. I do apologize immensely. It was careless thinking."
Fayerman said despite how it looks, the ad was not meant to be disrespectful. He said he is very proud of the military as his father was a bombardier and his uncle flew missions in a Lancaster bomber.
One of the Facebook posters suggested Fayerman could fix the error with some real action on his part.
"Perhaps a donation to the Veteran's Food Bank would be a great way of acknowledging your error and show how much the military community matters to you? They really do need the help."
Fayerman readily agreed and said he is donating to the Calgary Poppy Fund, is helping out with the Veterans Food bank drive at his real estate office on Monday and has accepted an invitation to attend the Remembrance Day Sunrise Ceremony on Nov. 11.
The invite came from the father of a Calgary soldier killed in Afghanistan. Murray Marshall's son Steven, 24, was an Edmonton-based combat engineer killed in 2009 after he stepped on an improvised explosive device while on patrol outside of Kandahar.
When he heard about the ad, Marshall headed to the realty office early Thursday morning, before it opened, and waited to meet Fayerman and his manager, who had served in the U.S. military. He said both were apologetic and gracious.
"I could be confrontational, I could set up pickets outside the office but what does that serve? I could be a complete *** — but that belittles my son's contribution."
Marshall thought the best way to diffuse the situation was to have Fayerman come and experience the power of the remembrance service.
"One of the things for me is, no one will forget my son, come hell or high water. My son and the others who served."
Gary "Mr. Action" Fayerman's business ad in a neighbourhood booklet featured a photo of a soldier's steel helmet laying on a memorial surrounded by poppies. Large red letters state "November is a Month to Remember." Below that it reads "Remember when prices were this low?" and features two of his listings for sale.
Calgary real estate agent takes heat over Remembrance Day ad | Calgary | Canada
