Business communication isn’t just about what you say—it’s also about how and when you say it. A recent example that sparked conversations online is the viral post of content creator Zac Alviz, who shared that condominium investments prove their worth during floods, as compared to houses in low-lying areas. While his intent may have been to highlight the value of real estate, the post came at a sensitive time—many Filipinos were dealing with severe flooding, property damage, and displacement.

The backlash that followed showed how meaning can be lost—or worse, misinterpreted—when timing, audience, and context are not carefully considered. Though Zac later issued a public apology, the episode illustrates why professionals, especially in real estate, must take great care in crafting their messages.

A useful tool here is the PAIBOC Model of business communication:

1. Purpose – Why are you sending this message?

Zac’s purpose was likely to emphasize the long-term value of condo investments. However, because it was shared during a time of crisis, the message came across as opportunistic rather than helpful.

👉 Real estate takeaway: In times of typhoons and earthquakes, your purpose should shift from sales-driven promotion to providing relevant, compassionate, and helpful updates—such as safety tips, hotline numbers, or temporary shelter information.

2. Audience – Who will receive your message?

The audience during calamities is emotionally and physically affected. They are not in the headspace to hear about investment value—they are looking for support, empathy, and actionable information.

👉 Real estate takeaway: Understand the emotional state of your clients. During a disaster, highlight care, concern, and service—not sales pitches.

3. Information – What does the audience need to know?

People affected by disasters need timely, accurate, and reassuring information. In Zac’s case, the post contained comparisons that unintentionally belittled those suffering losses.

👉 Real estate takeaway: Share verified and relevant information: emergency contacts, updates on building safety checks, or advisories on resuming property operations.

4. Benefits – How will the audience gain from this?

Messages should highlight benefits that matter in context. During typhoons or earthquakes, the benefit is knowing you care and being assured of safety—not a reminder of who has the better property.

👉 Real estate takeaway: Frame your message around community support: “Our property management team is on standby to assist residents” or “We’re offering free consultation on property insurance claims.”

5. Objections – What might the audience misunderstand or resist?

Zac’s post triggered objections because it was read as tone-deaf—celebrating condo living at the expense of those suffering.

👉 Real estate takeaway: Anticipate potential objections. Ask yourself: Could this message be seen as insensitive? Could it sound like I’m profiting from a tragedy? If yes, rewrite it.

6. Context – What external circumstances affect how the message will be received?

The context here was a devastating flood—an environment where people were grieving losses and seeking relief. Any message outside that context risks sounding irrelevant or callous.

👉 Real estate takeaway: Always consider the social climate. During disasters, shift communication from promotion to public service and solidarity.

What Real Estate Professionals Should Do During Disasters

• Lead with empathy – Acknowledge the hardship people are facing.
• Be helpful, not salesy – Provide updates, safety guides, or ways to access emergency support.
• Be timely and sensitive – Delay promotional content if people are in survival mode.
• Reinforce trust – Show that you’re not just in the business of selling properties—you’re part of the community that cares for its people.

Closing Thought

Communication is a powerful tool, but without empathy and context, even well-intentioned messages can backfire. Zac Alviz’s experience is a reminder for all real estate professionals: before posting, pause and run your message through PAIBOC. In times of typhoons, earthquakes, or any crisis, what your audience needs most is compassion, clarity, and community support—not sales talk.