Rogue locksmiths in Rotherham

Locksmiths… or rather those who claim to be!

I’ve been thinking about honesty. I’m not even talking about the dishonesty of those who try to break into houses. They create the need for locksmiths. I’m looking closer to home at locksmiths—or rather, at those who claim to be locksmiths. I’m talking about rogue locksmiths in Rotherham.

Trusted local Rotherham locksmith

Where do you go first if you need a Rotherham locksmith and don’t have a trusted one? I’ll put good money on it being Google. And why not? It’s a prominent place to look. You put in your search term. Companies have paid search results at the top of the listings. They have the letters Ad or Sponsored next to them if you are wondering what to look for.  These companies give Google money to get their company near the top.

You might assume that the Google algorithm gives you the best results, even in the paid section. It shows you nearby companies with good customer reviews. Some results fit this description. But others may be for companies with locksmith-sounding names that aren’t locksmiths.

Beware of call centres

These companies have impressive names. For example, “Rotherham Locksmiths  24/7 Locksmith Security Ltd.” But they are call centres. They are usually based out of the district and sometimes in a different country. They trick Google into listing them as local companies. Insiders call them “lead generators” or “lead gens”. These call centres have a list of low-quality subcontractors on call. They get your details and show up at your home. But this is only the start of the trouble.

The job of the Lead Gens is to try to milk each customer for as much money as possible.

This can involve giving a low estimate on the phone to get the sub-contractor on site. But, once there, they demand 3 or 4 times the quoted price. They give reasons, such as the work being more complicated than expected. The customer then pays up. The job is often an emergency, and they need access to their house or to make doors secure. Cases have shown initial quotes of £49 ending up as final bills of £500. This is also known as bait and switch. In 90 per cent of jobs using these lead gens, the customer pays more than the estimate. We use the term “£49s” to describe these companies in the trade.

This model is not just for locksmiths. It’s also for carpet cleaners, plumbers and electricians. But, our profession attracts them. The job is urgent, and people trust Google to provide good results. To be fair to them, Google is always looking to solve this problem. But, each time they block some companies, new ones appear. It’s a constant battle in which the search engines are always a step behind.

Leads gens aren’t in it for repeat business.

Lead gens aren’t after repeat customers. They’re happy to rip off customers on one job and then move on. They often take up to 60% of the cash paid to the subcontractor. It’s all about quick cash and moving on, not building loyal customers.

Now I’ve warned you about these companies, what can you do about it? Unfortunately, there is no simple answer except to do your research. Ask people for recommendations. If you need to google a locksmith, check their location.  Also, please don’t leave it to the last minute. In an emergency, you’re bound not to research well. So, it’s best to have a few numbers in your phone upfront, in case. You will likely need a locksmith at some point. So, why not have the number of reliable and trusted ones saved in preparation?

I base my business on honesty and transparency.  I run my own business and give honest quotes that I am happy to explain and then stick to. Much of my business comes from word of mouth and repeat customers. So, if I were to act, it would be stupid from a business perspective. It would also go against my principles and cause me to lose my loyal customer base.