After rogue operators left Herne Bay residents hundreds of pounds out of pocket, HBL Security Solutions’ Tom Whatley is determined to expose the scams damaging both customers and the locksmithing profession.
When HBL Security Solutions, trading as Herne Bay Locks Ltd, warned the public about rogue locksmiths operating in the area, the story quickly attracted local media attention. But for Tom, the issue goes far beyond the headlines. After more than 25 years serving the community, he has seen unscrupulous operators exploit vulnerable homeowners, tarnish the reputation of legitimate locksmiths and leave properties less secure than before.
The problem is getting worse
Business is ticking along well for us, but the biggest challenge we’re facing is rogue operators pretending to be local businesses. They’re spending heavily on Google advertising so they appear right at the top of the search results. People search for ‘Herne Bay Locksmiths’ and naturally assume they’re calling a genuine local company. Some of these businesses even trade under names like Herne Bay Locksmiths, making customers think they’re speaking to us or another established local locksmith.
One of the tricks they’re using is displaying what looks like a local telephone number. For example, they’ll use a 01227-style number that people associate with Herne Bay, but when you look closely it’s actually a slightly different area code (like 01277) or a diverted number that has nothing to do with the local area.
To the average customer, it all looks legitimate when they’re stressed out in panic-mode because they’re locked out or can’t secure their home, so they don’t stop to question it. Unfortunately, this is the exact situation that these companies rely on.
An £800 lesson & more…
The case that prompted our recent press release involved a customer who was reportedly charged £800 following a failed repair to a UPVC door lock. They were left with what was described as an overnight emergency lock. In my opinion, that isn’t a proper long-term repair and could even invalidate their home insurance because the property isn’t adequately secured. That wasn’t an isolated incident either.
One case that really sticks in my mind involved the daughter of a 92-year-old woman who lives at a development close to where I’m based. I’d previously worked there on the access control system, so the family knew who I was.
Her mother had accidentally pushed the snib down on the nightlatch before closing the door, leaving herself locked inside. It was a straightforward opening job. A family friend and carer, couldn’t get the door open and, worried about leaving a 92-year-old trapped in the property, searched Google for a Herne Bay locksmith. She thought she had called a local number, however one of the digits was transposed and the number diverted to a business based in London W1.
Rather than simply opening the door, the rogue locksmith replaced the entire rim cylinder and nightlatch, charging £526. In my opinion, the job should never have cost anywhere near that. Even if the cylinder had needed drilling, I’d expect the bill to be no more than £200.
Sheena later sent me photographs of the lock so I could identify what had been fitted. The company had promoted a brand called ASTRA, showing her a professional-looking website with premium prices that made it appear she was receiving a specialist, high-security product. In reality, it was little more than a standard cylinder dressed up through rogue marketing tactics. Anyone can buy locks, rebrand them, build a convincing website and fleece unsuspecting customers.
The saddest part is that the lock didn’t need replacing in the first place. The customer simply needed someone who knew how to open the door properly.
It’s hurting the whole trade
Stories like these don’t just affect the customers involved. Every time someone is ripped off by somebody calling themselves a locksmith, it damages trust in the trade. People become suspicious of genuine prices, they question recommendations, and some even think all locksmiths operate this way. Those of us who’ve spent years building our reputation have to work even harder to reassure customers that we’re different. That’s frustrating because the vast majority of locksmiths are honest professionals who genuinely care about doing the right job.
A lack of regulation
One of the biggest problems is that virtually anyone can advertise themselves as a locksmith. There are excellent voluntary organisations and professional bodies promoting high standards, such as the MLA and ALA, but there are no regulations preventing someone with little knowledge from setting up tomorrow and calling themselves a locksmith. Considering we’re responsible for people’s home security, that’s crazy.
When customers report these incidents to the police, they’re often told it’s a civil matter. They’re directed towards Trading Standards, but by the time investigations begin the company has frequently disappeared. The same people simply close one business and reopen under another name. Meanwhile the victims are left out of pocket.
Taking the fight to the scammers
We’re realistic enough to know we can’t stop rogue locksmiths operating overnight, but we can make it much harder for them to fool people.
The first thing we did was take the story to the local media. Rather than simply talking about the problem within the trade, we wanted the general public to hear directly from a genuine local locksmith about the tactics these companies are using. The coverage has encouraged more people to question who they’re calling before agreeing to any work, and that’s exactly the outcome we wanted.
We’re also talking about it whenever we attend networking meetings and community events. Every opportunity to educate people is worthwhile because once someone understands how these scams work, they’re much less likely to become the next victim.
I think there is a role for every legitimate locksmith to play. We all know these companies exist, but too often we keep our heads down and carry on working. The more genuine locksmiths speak out, the harder it becomes for the scammers to hide behind clever websites and paid Google adverts. Share genuine examples when they happen, explain how customers can check they’re dealing with a legitimate local business, and encourage people to save the number of a trusted locksmith before they ever have an emergency. If you’ve got a social media following, use it. If your local newspaper is interested, talk to them. We need to keep the conversation going.
As an industry, we should also continue promoting professional standards and recognised training. While organisations such as the MLA and ALA help raise standards, the public often doesn’t know the difference between a genuine professional and someone who has simply bought a Google advert. The more we explain what experience, training and accountability look like, the easier it becomes for customers to make informed decisions.
We might not be able to stop every rogue locksmith, but by working together and educating our communities, we can stop many more people from becoming victims.
Supporting the next generation
Away from the day job, I’m also busy helping out along with other committee membership to organise the next meeting of the Auto Locksmiths Association in October. We’re planning the training sessions keeps everyone busy, but it’s something I really enjoy because sharing knowledge is how standards improve across the industry.
Our April meeting this year was particularly special as it marked the Association’s 30th anniversary. There was a fantastic atmosphere throughout the event. One of the highlights for me was watching Tim Hart deliver a training session on impressioning. It’s becoming something of a dying art, so it was brilliant to see experienced locksmiths demonstrating those traditional skills while newer members had the opportunity to learn techniques that could easily disappear if we don’t pass them on.
That’s what professional associations are all about, learning from one another and helping raise standards across the trade. At a time when rogue operators continue to undermine customer confidence, maintaining those professional standards has never been more important.
www.HBL-SS.co.uk
info@hernebaylocks.co.uk
01227 749494
07841 586866
More info
HBL Security Solutions, formerly trading as Herne Bay Locks, is a family-run locksmith and security company serving Herne Bay and the surrounding Kent area. Established for more than 25 years, the business provides domestic and commercial locksmith services, lock upgrades, emergency entry, access control and security advice. Alongside serving local customers, owner Tom Whatley actively supports the locksmith profession through his involvement with the Auto Locksmiths Association and ongoing training initiatives aimed at raising standards across the industry.