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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.

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The 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.”