Locksmith marketing claims: what really matters

Almost every locksmith ad calls itself the top choice in town. Here is how to look past the slogan and judge a locksmith on things you can actually check.

Slogans are not evidence

Superlatives cost nothing to print. A sign that says “number one” tells you about the sign-maker, not the locksmith.

Look for things you can verify instead: clear pricing, proper identification and a licence you can look up.

Clear pricing before work

A trustworthy locksmith or dispatcher explains the service call fee and gives you an estimate before work starts. Our price list is published so you can see starting prices in advance, before anyone is on your doorstep.

Licensing in California

California licenses locksmith companies and individual locksmith employees through the Bureau of Security and Investigative Services (BSIS). Ask for the licence number and check it on the state's licence lookup. It takes a minute.

Identification and permission

Expect the locksmith to ask for proof that you are allowed to open or change the lock. If they do not ask, that is a warning sign. The same check stops a stranger from getting into your home.

Red flags

Be cautious of a quote that rises sharply once the locksmith arrives, pressure to drill a lock that could be picked, or a refusal to give a written invoice. You can decline the work.

Understand who does the work

Some services, including this one, are referral services that pass your job to an independent contractor. Read the terms so you know who invoices you and who provides any warranty.