As locksmithing becomes more digital and more competitive, Scott O’Brien has chosen a different route. Rather than relying solely on mobile work and online listings, the Essex-based locksmith has doubled down on a hybrid model; pairing fast mobile response with the credibility of a physical shop.
A Trade I Didn’t Expect to Love
I didn’t come into locksmithing through the usual route. Before this, I’d been a golf professional, then a graphic designer working within the print environment. When I was made redundant, I tried a few different trades, but nothing really clicked.
Locksmithing stood out because it felt like a clean trade. There’s skill involved, patience, and a proper mental challenge. I was especially drawn to the picking side of it, the idea of getting something open without keys, without damage, just by understanding how it works.
I went on a weekend course initially, just to see if I liked it. That was nearly 18 years ago now, time flies when you’re having fun! There’s something satisfying about the precision of locksmithing, and the fact that every job is slightly different.
Eighteen Years in a Changing Industry
I’ve been running Inlocks for over 18 years, and the trade has changed massively in that time. When I first started, I was far busier than I am now. The biggest shift has been Google advertising. Pay-per-click has squeezed a lot of genuine locksmiths out, and it’s made it harder for sole traders to compete fairly.
You can do everything right and still get buried under rogue traders with big advertising budgets. That’s frustrating, but it’s also forced me to think differently about how I run the business. One of the best decisions I’ve made recently was opening a physical shop.
Why I Opened a High Street Shop When Others Are Closing
I opened my shop in November 2025. A lot of locksmiths told me I was mad. High street shops are closing everywhere because of high rent fees, and they’re right. If I’d taken a unit on a main high street, I’d be looking at £3,000 a month easily.
Instead, my shop is inside a shopping centre. It’s far cheaper to run, but it still gives me a proper presence. People can walk in, see me, talk to me, and instantly know I’m real – that visibility has changed everything.
I get walk-in customers now, which I hadn’t had for years. My Google Maps position improved almost immediately because I had a physical location. People trust a shop. They see it and it makes the business instantly more credible.
The mobile side of the business and the shop now work together. It did take a long time to get Google to recognise them as the same business with the same name and website, but it was worth the effort.
I’ve even put a QR code on the door so if I’m out on a job, people can still contact me straight away.
Adapting Instead of Complaining
The internet doesn’t work like it used to, and instead of fighting that, I’ve tried to adapt advertising locally with Google Maps and this ties in nicely with the shop presence.
I also advertise on Social media, through Instagram and Facebook. The BBC have recently broadcast a report highlighting the pitfalls of contacting £39 / £49 rogue traders which has helped raise awareness of rogue locksmiths – I posted about this yesterday. I’ll often post in residents’ groups or local mums’ groups on Facebook, that works surprisingly well.
I also work with estate agents and housing associations, which gives me regular, steady work. It means I’ve got jobs coming in most days, and a lot of it is repairs, which I enjoy.
I met another locksmith called George from Essex Locks & Glazing, but he’s moved solely into door and window fitting now. So, when I come across a door or window that irreparable, I pass them on to George.
Transparency is the Key USP
What really sets me apart is transparency. I make it clear how much the job will cost before I even leave the house. I explain if there’s likely to be any damage and why. Customers know exactly what they’re getting.
That honesty matters. People are generally grateful when you’re straight with them, especially in a trade where they’ve often heard horror stories.
I want customers to come back to me time and time again. Repeat business is everything. I’ll often upgrade security for customers later on, or help them make sure their locks meet insurance requirements.
I always give my customers options. An entry-level option that covers insurance compliance, and then higher-level options with additional security. Some people choose basic, others want the extra peace of mind. Either way, it’s their choice, and they appreciate my advice and involving them in the decision, giving power to the customer.
Loving the Trade, Even the Awkward Bits
The best part of the job is the flexibility and being my own boss. I like helping people, especially when they’re stressed and you can genuinely fix the problem for them.
The worst part is awkward customers, but they’re few and far between. Most people are decent if you treat them properly and communicate clearly – no surprises just complete transparency.
I still enjoy the technical side. Picking locks, diagnosing faults, carrying out repairs properly. That patience I was drawn to at the start is still what keeps me interested now.
Products, Training & Staying Sharp
Product-wise, I use Versa cylinders a lot, both euro and rim. They’re solid products and reliable. I also use their window handles, multi-point repair locks and door handles. I came across them through Duffells.
For mortice locks, I tend to use Union, ERA and Duffels own brand TSS. Multi-point locks are often the same product going back in, which keeps things consistent.
Training has always been important to me. I originally started with Lockrite as a franchisee and did a few weeks of training there. After a few years, I went independent and later did subcontract work for Keytek, which I still do a bit of now.
I went to the MLA Expo for the day and found it useful. I’d like to register with the MLA in the future for additional credibility. I’m always learning and looking to improve. I’m fairly tech savvy and planning to add a blog to the website to share more information with customers.
Looking Forward
The plan is to grow steadily, build the shop’s presence further and keep pushing the local angle. Loughton in Essex is a key area for me, and I’ll continue advertising locally through Google Maps.
Opening the shop has reminded me that people still value seeing who they’re dealing with. Locksmithing is about trust. You’re being invited into someone’s home at a vulnerable moment. A website alone, especially in this day and age where dishonesty is rife, just isn’t enough.
Being featured in Locksmithing Journal means a lot to me. I’ve been a subscriber for years and always found it useful for keeping up with the industry, new products and what other locksmiths are doing. It’s good to be part of that conversation, I can’t wait to see my story in the magazine.
More info
Inlocks is a genuinely local locksmith business based in Essex, run by sole trader Scott O’Brien. With over 18 years’ experience, Inlocks provides 24/7 emergency locksmith services, repairs and security upgrades, combining a mobile service with a physical shop located within a local shopping centre. Known for transparency, clear pricing and professional workmanship, Inlocks serves residential customers, estate agents and housing associations across the region.
www.inlocks.com
07973 718 961
Inlocks Locksmiths, Unit 12, Icon Indoor Shops, The Broadway, Loughton, IG10 3ST