Householders are being urged to have a warmer and cheaper 2010 – by getting proper insulation in their attics.

The organisation – which provides free and impartial energy advice to householders — says that more than four in 10 (44 per cent) of homes within the area don’t have the recommended levels of loft insulation fitted in their homes.

And checking insulation levels in the attic could also lead to extra cash in more ways than one – as you never know what old treasures are up there and what they’re worth.

In the West Midlands, one million homes have insufficient loft insulation in their roof space, which means homeowners are spending more than they need to when heating their home.

So the Energy Saving Trust and BBC antiques expert Jonty Hearnden are challenging householders across the West Midlands to check the depth of their own insulation and see if they can find anything more valuable than the money they would save through having a properly insulated roof space.

Loft insulation is subsidised, costing up to £250. Some eligible householders qualify for free loft insulation and fitting.

BBC Cash in the Attic star Jonty Hearnden said: “The savings that householders in the West Midlands could make is incredible. That’s why I’d suggest that everyone checks the depth of their insulation as the potential savings are worth it.

“While you are there, have a search through old boxes and suitcases that have been sitting there for years and see what’s inside. We’ve found lots of valuable knick-knacks on Cash in the Attic – and you might be lucky too!”

Jonty Hearnden’s top tips for searching in attics:

1. 20th century ceramics – Look out for Beswick animals, early Royal Doulton figurines, Troika pottery and Art Deco designs.

2. 20th century Glass – Look out for Whitefriars, Murano and Scandinavian glass,

3. Gold and Silver – Selling at an all-time high. This includes Victorian and early 20th century jewellery, often sold as scrap and melted down for its cash value.

4. Toys – Doctor Who, Star Wars, Dinky and Corgi, and train sets are always popular.

5. Old Vinyls – Rock and pop memorabilia including Beatles, Rolling Stones and The Who autographs.

6. Books – First Edition books.

7. Clothes –1960s and 70s clothes: think designer labels like Biba and Mary Quant. Costume jewellery.

8. War – War medals and militaria.

9. Sporting memorabilia – 1966 World Cup Final programme now worth £250-£300.

10. Old telephones – Look out for very early mint and boxed mobile phones from the 1980s.

For more information on loft insulation, log on to www.energysavingtrust.org.uk or call the Energy Saving Trust advice centre on 0800 512 012.