The property industry must think carefully about how it presents zero carbon housing to the public, it has been suggested.

With energy performance certificates an integral part of the home information pack scheme and increasing awareness about the risks of climate change, the environmental credentials of a home could become an important selling point when it comes to marketing a property.

However, John Slaughter, director of external affairs of trade association the Home Builders Federation, pointed out that firms need to examine how they will address the issue.

"We''ve got to make sure that the way that we approach this is going to be consumer friendly. Because from the housing point of view, we''re selling to a mass retail market."

He said that although the cost of zero carbon homes is an important factor, "getting the right solutions and proving that these solutions work" is more significant.

"If we don''t [find a solution soon], then people are going to switch off from the idea of doing this," he warned.

A recent poll from Ipsos Mori found that 45 per cent of people felt climate change was a big threat, indicating that estate agents could perhaps benefit from emphasising the benefits of properties which are eco-friendly.