Josh Flagg Fires Back After Criticism Over Malibu Wildfire “Just Sold” Post
Jordan Collins here. I guess I can simplify this for you: yes, Josh Flagg posted a controversial image about Malibu wildfire-damaged homes and yes, people were understandably furious.
Real estate agent and TV personality Josh Flagg found himself in the middle of an online firestorm on August 13, 2025 after an Instagram post showing two beachfront homes reduced to rubble in the Palisades fires was captioned “JUST SOLD!” The post included sale prices: one property listed at $5 million and another at $4.65 million. The result was immediate and explosive backlash from followers who called the post insensitive, tone-deaf, and hurtful to those who lost homes in the deadly Malibu fires.
Before you gasp and point fingers, let me walk you through the receipts: TMZ reported the post and quoted Flagg defending himself, saying the image should not have been published and that his marketing team posted it without his approval while he was on a transatlantic flight. He told TMZ, “The photo used in my recent post was a mistake. My marketing team posted it without my review or approval … I was on a transatlantic flight when it went up. I’m sorry if it offended anyone.”
If you need more context because scrolling is a full-time job: Flagg has represented sellers of beachfront properties affected by the fires and has been publicly involved in Malibu’s recovery efforts. He pointed to his track record — helping displaced families find housing, speaking about recovery on networks including CNN and Fox, and advocating against policies he says delayed rebuilding. In his statement to TMZ, Flagg emphasized that these sales are not just transactions; he framed them as signs of recovery and rebuilding for the community.
Online reaction told a different story. Hundreds of comments flooded the Instagram post, with many commentators labeling the image “in very poor taste,” “horrific,” and “triggering and heartbreaking for a lot of people.” The emotional reaction is easy to understand: images of destruction carry weight, and juxtaposing them with celebratory language about sales can read as cold or opportunistic, even if the intent was to highlight recovery.
Flagg pushed back on accusations that he is insensitive. In his exchange with TMZ, he noted that within hours of the Palisades fires, he opened his home to displaced contacts and friends, including Melissa Rivers, who had been affected. He also said he has been active in opposing price gouging, promoting a fair rebuilding process, and publicly pressing for quicker recovery. His closing line to TMZ was direct: “When you’re a public figure, you’re celebrated for the good and criticized for the bad. But calling me insensitive is not accurate. Full stop. Moving on.”
Let’s be frank. Reputation management in the social media era is messy and immediate. Public figures who work in industries tied to property and money are especially vulnerable to optics problems. Posting images of destruction alongside dollar amounts risks being perceived as commodifying tragedy, even when the factual narrative might be one of progress and restoration.
Which brings us to two takeaways you probably needed spelled out: first, if a post looks remotely transactional when feelings are raw, expect backlash; second, owning a mistake fast is PR 101, but it doesn’t always erase the emotional sting of the initial image. Flagg’s apology and context — his in-person help, media appearances, and advocacy — may convince some, but for others the image will remain a misstep.
So what’s next in this saga? Watch for whether Flagg’s team changes social strategies, issues further apologies, or follows up with more substantive aid for affected families. And yes, keep an eye on his feeds; the next post will tell you whether this was a one-off lapse or the start of a new narrative about rebuilding Malibu.
Well, now you finally understand.
Sources: Celebrity Storm and TMZ, Instagram (public post)
Attribution: Creative Commons Licensed
