Unlock More Business: 10 Marketing Moves Every Locksmith Should Make

Posted by Ryan Barbin, AKS on Oct 19th 2026

If You Can Dream It, You Can Do It

Locksmithing is a competitive sport. To most customers, the difference between locksmiths isn’t expertise—it’s price. They simply don’t know what makes one locksmith better than another.

That’s not a challenge. That’s a huge opportunity.

Marketing can be the greatest differentiator in a crowded field. The locksmith who stands out first is often the locksmith who gets the call. And here’s the best part:

Creativity beats budget.

Sometimes the smallest, simplest ideas can have the biggest impact.

Your only limitations are the ones you put on yourself. Take your business so far outside the box that you forget there was ever a box to begin with.

Here at American Key Supply, we believe bold ideas build strong businesses. The craziest thoughts that pop into your head while driving, waiting in line, or pretending to sleep? Yeah—we write those down. And then we make them happen. Because execution is where most people fall short.

At AKS, we’re committed to helping you grow in any way we can.
Whether you need a logo refresh, a spotlight video, better branding or marketing content that actually works—We’re here for it and we’re here for you.

That’s why we’re sharing 10 creative marketing moves from the AKS Playbook—proven ideas any locksmith can use to attract more customers, build a memorable brand, and unlock new opportunities.

Because when you succeed, we succeed.

1. Develop Your Unique Brand Identity.

Your brand identity is the roadmap for how you want customers to perceive you — not just the service you offer, but who you are as a locksmith. And this doesn’t have to feel stiff or overly corporate. Think of it this way:

If your customers described you to a friend, what would you want them to say?

Reliable and trustworthy?
Witty and fun?
Passionate and bold?
Knowledgeable and helpful?

These traits should guide every visible part of your business — from your logo and van design to your website messaging, video content, and how you speak to customers.

Now imagine a law firm: clean logo, neutral colors, serious tone. You probably wouldn’t expect silly videos or bright branding — because it doesn’t match the service.

But locksmithing is different. You have creative freedom to shape your image:

High-tech + innovative — sleek equipment, modern branding
Friendly neighborhood problem-solver — approachable, colorful, humorous
Luxury + premium — professional attire, high-end positioning

There’s no single “correct” style. The key is choosing what best reflects your personality and your market.

The Most Important Rule: Consistency

No matter which direction you choose…

Everything should align and tell the same story.

If every interaction — visual and verbal — reinforces the same values, customers believe it. That perception becomes your reputation, and your reputation becomes your competitive advantage.

2. Film Everything.

One of the pastors in my church, Omar Eltakrori, is also a successful entrepreneurial business coach and internet personality. He travels often and speaks publicly, while constantly uploading new engaging content online—which has largely led to his success and ability to help others do the same. In an interview online he discusses benefits of hiring what’s referred to as a Shreditor.

A Shreditor is basically a cameraman whom is hired to follow you around everywhere you go, film, and document what you do. In a world where content is king and information, entertainment, and an audience is always readily available, consistency and speed are dominant traits of any successful business. Unlike a typical cameraman, a Shreditor doesn’t worry about big production value, fancy edits, etc. They simply film everything and constantly post online, so you are always in front of your audience, showcasing your skills, teaching, inspiring, and reaching people.

“Don’t create the content. Be the content.” —Omar Eltakrori

You don’t necessarily have to hire a Shreditor, though it’s a great idea. However, you should at least be making use of the tools you have at your disposal. Keep that phone out, ask others to help hold it if needed, and film everything you can. People want to see you on the job, be it big or small. Video allows you to invite them to ride along, invite them inside your shop, inside your van, and into your life and professional experience. You’ll be surprised to find there is an audience for everything, and yours will grow overtime—and with that your business’s name and success will grow as well.

3. Be Local, Not Distant.

Commitment is a value every business should model. This is a value that many modern individuals struggle with, whether it be going to the gym, eating healthy, following up on their personal goals, showing up in their relationships, etc. A strong quality for a business to portray to build trust, rapport, and customer relationships is commitment.

It is a lot more likely for someone to commit to going to the gym if it’s close by or on their usual route. It is far more likely for them to visit a restaurant repeatedly if it is close to their home. The more distant something is, the harder it will be for people to commit to going. So you should make your business look like its close to your customers. Post everyday content at events in the local communities you work in, or in a park near a neighborhood or business where you serve customers. Let customers recognize your van when they pass it on their daily commute. Post content from places people know, recognize, and feels like home. Staying close to the community you serve makes you a pillar of that community.

4. Show and Tell.

One of the best ways to build your brand is by getting to know your customers. Many people out there have a story to tell but don’t always have the medium to share their story. Use your business to give your customers their 15-minutes of fame. When you are on a job, ask them to film a brief testimonial. When you’re rekeying locks at a customers place of business, ask them if you can interview them. Turn the spotlight on them and use your business to showcase them. Tell your story by letting them tell theirs. This shows that you care and becomes a two-way marketing effort that will bring business to your door and to theirs.

5. Content is Everything and Everything is Content.

There is no limit to what can be considered content. There is an audience for everything. Get creative with what you share. Unboxing new products, How-To videos, reenactments of funny or memorable moments on the job—the possibilities are endless.

Here at AKS, we have created locksmith themed game shows that we film with our staff and customers. We film sketch comedy shorts where we create locksmith themed parodies of Scooby-Doo, The Addams Family, etc.—short 2-3 minute skits that take little effort, little skill, and no budget. The best part…they work. They are funny, entertaining, and people enjoy watching them. Through these, we now build relationships and conversation pieces to connect with our customers. This isn’t rocket science or something that requires special skills or talent. It’s just a matter of coming up with silly ideas and actually seeing them through.

This maybe isn’t the direction that is in line with your brand, and that’s ok. The idea is to find what is in line with your brand and start doing that. Set a schedule. Create something and then do it again and again and again. Consistency and repetition are your secret ingredients.

6. Maintain an Active Online Presence.

Every business should have a nice, clean and professional website—even if that business is only 1 person. You need to be able to be seen and be able to be found easily when customers come looking.

Everyone is on social media and you need to be as well. I still find it hard to believe that I still meet locksmiths and other entrepreneurial business owners who still aren’t on social media. This is not even a question anymore in 2025. You should have a strong online presence, including ALL major social media platforms. Even if your customer base is primarily on Facebook and Instagram, but not as active on TikTok, you should still at least have an active TikTok for new potential customers to discover you. The more you diversify and plant your seeds, the more opportunities you create for growth.

Lastly, it is crucial that you brand everything. Always include sufficient branding in everything you post and share. Anytime you fail to do so, is the equivalent of leaving money on the table.

7. Leverage Reviews.

Encourage EVERY customer to leave a review. All it takes is an ask and the results will definitely make a difference. Offer incentives to increase the likelihood that they will actually do so. Also, make sure to actually read the reviews and respond. Customers value active participants who actually read what they write, make an effort to make things right in the case of a bad review, and be personable and thankful in response to the good ones. It shows that you’re human.

8. Make a Statement on the Road.

I remember one time driving to Anaheim from Los Angeles and I looked over and the Ghostbuster Mobile was literally driving beside me on the freeway. I will always remember that. I’ve also seen Jurassic Park jeeps and The Mystery Machine van on the road in real life. Not to mention, how much attention a really fancy luxury or custom sports car gets when people see it. It’s a statement and keeps heads turning.

Now, I’m not saying you need to put chrome rims on your locksmith van or turn it into The Mystery Machine, but in a sea of white locksmith vans, a little creative branding can do wonders. Get your van wrapped, brand it, make it stand out and make a statement. When people see it, you want them to notice. Don’t be afraid to be bold if necessary. Make sure your phone number and website are clear and visible. Get peoples attention and they will remember your brand when they need a locksmith.

9. Swag Through the Roof.

Business cards are still a staple in the business world, but more effective marketing takes it a bit further. Branding and takeaways that a customer can keep to remind them you are there is necessary. Stickers, hats, magnets, calendars, t-shirts, koozies, USB drives, lighters, sunglasses, sun visors—there are literally so many creative ways to get your brand into the hands of customers.

Make sure to order quality items too that last and hold up. Don’t cheap out. If you get t-shirts made, make sure they are made with comfortable materials and colors. Add a funny or catchy phrase on them that fits your brand, making them look like something people would actually want to wear or would even buy. Get creative and come up with your own unique branded swag items that you can give away. If its something they wear, would display on their car, or pass around like a lighter—that’s free marketing for you.

10. Partner with Local Businesses.

If you have a shop, get to know other business owners in your neighborhood. Maybe you can acquire them as a client, now or in the future. Share what you do well. If they have really strong marketing, you can garner some assistance from them, or vise versa. When you’re on a residential job, find out what your customers do. Perhaps you can extend your services to their business or place of work. Talk to everyone and ask questions. Get to know your customers and potential customers. Don’t ever leave a job without adding to your list of who you know and who knows you. Word of mouth is still a massive source for new business, and the more people you get to know, the more likely they are to say, “I know a guy” when someone is looking for a locksmith.

As a great example of combining this with some other tools mentioned above—at American Key Supply, our marketing department has built an entire online network (AKS Network) of educational, informative, and entertaining locksmith themed shows and series. One of our newest series is called Hot Keys—its a locksmith industry version of the hugely successful show, Hot Ones. Our version involves industry interviews, locksmith-centered mini-games, and of course…spicy food. Not only is this unique branding, creative marketing, entertaining and memorable, but we also have begun to partner with a local wing spot for cross promotion, allowing us to film at little to no cost. This is a prime example of using several of these 10 tools simultaneously in one creative marketing push.

Pave Your Own Way

As a final takeaway, remember…there is no right or wrong way to be creative and market your business. Many businesses get overwhelmed with their day-to-day work, and finding time and exploring creative ideas for marketing gets pushed to the side. Marketing is not a side item, its a main dish, and successful marketing tactics can really make a huge difference. So, if carving out time or coming up with ideas is difficult, hire someone to help. You can always reach out to our AKS marketing team for assistance and we would be happy to assist.

Many businessowners also get stuck on obsessing over what their competitors are doing, and just end up copying and pasting, redoing their own version of what everybody else is doing. It just starts to feel lifeless and unoriginal, like filmmakers that just keep remaking old films instead of creating new content. Be bold. Be brave. Pave your own way. Who cares what your competition is doing? Focus on what you are doing well—original ideas that nobody else is doing. Tap into new waters and swim freely in a blue ocean strategy that you’ve created, as opposed to fighting the sharks in the red ocean market of yesterday.

—Ryan Barbin, AKS

For Marketing Assistance or Inquiries—email Ryan at ryan@americankeysupply.com