The relentless onslaught against traditional agents continued over the weekend, with a headline in the Sunday Telegraph asking: “Is this the end of the road for high-street estate agents?”

The sub-heading says: “The internet has revolutionised the way we buy and sell property with disastrous consequences for traditional agents.”

And the article itself confidently starts: “Everyone loves to hate estate agents.”

The feature is about the latest online business, Yopa (Your Online Property Agent), which the article says does not charge upfront. The website actually says it does charge upfront, but according to a tweet yesterday, vendors can choose to pay upfront or defer payment for six months.

Its fees range from £510 to £870 to include listings on Zoopla and Rightmove.

Chief executive Dan Attia told the Telegraph: “Estate agency is an archaic industry which has not been reformed for many years and needs someone to ruffle its feathers. I want this to be as disruptive as Airbnb has been.

“It is a similar business model except that we aren’t doing short-term rentals. Buying a home is a much more serious transaction and there is a lot more work involved at our end.”

According to Telegraph writer Caroline McGhie, Attia despairs of the way agents routinely overprice, leave a property hanging on the market for a couple of months, then start dropping the price.

Attia said: “It happens all the time. Our margins are so tight, we have an incentive to sell quickly. The service lasts for six months, so if we sell in the first month we make more profit, and if we sell in the last month we make very little.”

Meanwhile, iProperty (the property portal that bans estate agents but allows private sellers and developers – it is backed by the NHBC) has raised £200,000 in exchange for a 5% stake on Seedrs.

An article in the Mail on Sunday quotes iProperty’s chief executive: “The world is changing and there’s no need to pay extortionate fees to agents.”

And a few pages later on, the Mail carries advice to “second steppers” moving up the housing ladder, saying they should have no difficulty selling as there is no shortage of first-time buyers and buy-to-let purchasers.

The article says: “The high demand means second-steppers can save money by avoiding expensive estate agents and trying to sell direct using an online agent.”

Such issues were debated at length on Eye on Friday after online agent Sarah Beeny said that high street offices are empty and redundant.

Our readers made a range of interesting, enlightening and pertinent points.

But this is not so much a PR battle as a war zone.

Everyone is entitled to their opinion, and businesses to their own business models. Consumers are entitled to choose online-only agents or the DIY route – it is not as though there is a law that says they have to use traditional agents.

But surely it is time the industry fought back. It is time for the vilification to stop.

We probably need one single issue as the focus, so let us have your ideas.

The NAEA and ARLA have a decent budget for PR, and two new Presidents, both of whom are openly passionate about the industry. Can they nail their colours well and truly to the mast, demonstrating outstanding leadership – and what better legacy to leave behind in 12 months’ time?

The RICS, NALS and UKALA could also be asked to unite in a really vocal pro-agent, consumer-facing campaign which should not divide the industry – online-only operators do, after all, offer choice – but should set the agenda.

And how about using some of the industry’s obvious ambassadors – natural leaders who are articulate and media-friendly, such as Eric Walker, Jan Hytch, John Paul, and Peter Rollings? If PR and marketing advice were needed, who better than Peter Knight? And involve John Wriglesworth too, since his firm has a number of prominent high street agents as clients.

It goes without saying that Eye will lend whatever support and ideas we can.

Such a campaign could and should also enlist Kevin Hollinrake, chairman of Hunters and now an MP.

He has first-hand experience of estate agency, and only last week, in announcing its forthcoming flotation, Hunters showed its hand firmly in favour of the future of the high street.

So, how about it?

The Sunday Telegraph report is here