What would cause masonry paint to flake off?
There are many reasons why this would happen. Firstly the surface under the paint may not have been prepared properly and could be contaminated with dirt, mould, lichen etc or it was in a poor unstable condition and should have been stabilised. Moisture is a key factor too this may have been within the underlying substrate at the time of application or has entered during the period of exposure due to defects in the surface or leaking pipes and gutters etc. In certain instances when heavy layers of existing paint coatings are present, a week bond can form and the added weight and stress of the new coating can cause a breakdown. Always check the surfaces carefully before painting.