Agent pours cold water on Agents' Mutual

An online estate agent has taken the war of words with Agents' Mutual to a new level by challenging AM chief executive Ian Springett to take the ice bucket challenge.

The challenge has become a global sensation over recent days as mere mortals, celebrities, UK politicians, Formula 1 drivers and even ex-US presidents have had buckets of iced water poured over their heads to raise money for the Motor Neurone Disease Association.

It's the tradition to post a short video of the soaking on social media, and then extend the challenge by nominating others to do the same - and thus raise more money.

Now Colin Bain, who runs Glasgow-based online agency ScotHouseMove.com, has taken the challenge, and is graciously extending the fund-raising by saying that he will offer £10 to the charity for any of his customers who do the same.

He has also nominated Ian Springett to do the challenge - If you're man enough, Ian he says. This follows Agents' Mutual's decision not to allow any online agents to advertise on its portal, which is scheduled to launch in January.

If it's any consolation to the AM boss, another online agent has himself been nominated three times to be soaked.

Adam Day, who runs hatched.co.uk, says on Twitter that he's still considering whether to do the challenge or instead give money to the charity directly.

If he does, however, the challenge may run and run because he has tweeted the ominous warning: Watch out all you agents who've given me grief recently...I might be nominating you!