Inspired by his locksmith next-door neighbour, Craig Andres started learning about the trade at age 14. From locksmith to entrepreneur, Craig told us how being able to make bold and brave decisions quickly has been paramount to his success with AA Lock and Key, Bristol. Craig has taken his entrepreneurial spirit to new heights with his latest venture ‘The Perspicacity Life’.
Craig told us:
Early Start in Locksmithing
My next-door neighbour was a locksmith with Keymaster Bristol, and I used to wash his van for pocket money and, because I showed interest in his work, I started accompanying him on jobs quickly developing a natural talent for locksmithing.
I did my MLA general locksmithing course when I was 15 and passed the British Locksmithing Institute exam at 18 and became a certified Master Locksmith.
By the age of 21, with five years of experience already under my belt, I transitioned from apprentice to entrepreneur, founding AA Lock and Key. I’ve been fortunate to have grown my business steadily, achieving a 10% annual increase by combining technical skill with a focus on mindset and lifestyle. I gained MLA approved company status when I was 21 as it was the next natural step and have been a member of the MLA ever since!
The services I focus on are general locksmithing, selective safe work and van lock fitting. The services I don’t offer are auto locksmithing and grills/shutter doors. I also enjoy contributing to the development of lock-picking tools, working with an overseas company, providing feedback to them on the design of lockpicks and how they can be improved. It’s another sideline.
I am 37 now and have proudly completed 60100 jobs!
The Modern Way of Marketing
Before the internet became a major player, you leveraged face-to-face networking at small business gatherings, and breakfast clubs, building connections with estate agents and plumbers who referred work your way. Forming relationships is still important but now it can be done in many ways.
The internet and social media now play a central role in business, but it’s all about choosing the right channels and advertising platforms. Locksmithing relies heavily on search engine results because it’s an emergency-call business; visibility is the key to success. Platforms such a Checkatrade and TrustATrader get mixed reviews and can end up costing you a fortune in advertising. I’ve known locksmiths pay between £150-£500 per month.
I would advise all new locksmiths to advertise as much as your budget can afford to build visibility but be careful where you spend your budget. When you’re more established you can then be more selective and formulate an effective marketing strategy.
The Perspicacity Life
In 2023 I launched The Perspicacity Life (TPL) a new and exciting, fast-growing locksmith marketing company, that offers an innovative and cost-effective solution for locksmiths struggling with online marketing. By joining TPL, locksmiths don’t have to worry about showing up on search engines.
TPL offers locksmiths fantastic value for money and costs only £1 per day (and currently there’s no VAT to pay). It’s a great time to join! I’m about to start a digital PR campaign to increase backlink acquisition and acquire directory listings in high authoritative places online.
When a customer searches for a locksmith in their local area, an area page with results will appear, and the customer finds their nearest geographically located locksmith. To join TPL all locksmiths need to have a DBS and an interview with myself to check their credentials, equipment and setup.
To learn more about The Perspicacity Life or list your locksmith business today please visit https://theperspicacitylife.co.uk
The Joys & Woes of Locksmithing
I like the challenges the trade brings and that every day is different, I could be extracting keys or fitting locks. I like helping people in emergencies, when their day is not going well, I sort out the ‘panic situation’ and get them back to doing their daily plans. People get themselves in a messy situation sometimes and, as locksmiths, we must go and sort it out. Today, I rescued a cyclist stuck in the rain when his key broke off in his bike lock, it took me 2 minutes to open it.
What I dislike about locksmithing is navigating new road layouts and one-way routes around Bristol, and parking in town is terribly frustrating.
Advice to New Locksmiths
If you only cover a 5-mile radius then you won’t earn much money, you need to cover a wider area ideally up to one hour away. Except for emergencies I only go up to half an hour away, as I find people just don’t want to wait and often abort callouts because a neighbour has helped them instead.
Diversify as early as possible and try different services so you can see what the demand is like, so you don’t waste time offering services people don’t want. Get your head around tax and VAT as this will save you money. Don’t be afraid to scale your business but consider the work-life balance you want and shape your business around that.
While you’re in the car, don’t waste your time listening to the radio! This valuable time could be used to listen to podcasts and learn new things on the go!
My Future Plans
My girlfriend and I are planning to move to Wales, so in the process of selling houses and making plans for my businesses. I plan to push TPL forward and I will also be doing some entrepreneurial talks on SEO at events around Brighton and at entrepreneurial clubs.
What I Like about Locksmith Journal
Locksmith Journal is a well put together publication, that has all the relevant news to keep me up to date with the industry. When I receive my printed copy, I like to sit in the conservatory and read it while having a cuppa or a beer. The magazine is a great source to find new products that help me with my work, such as Jackloc window restrictors; I saw them advertised a year ago and purchased some, they were a great find! Nothing stays still in the world of locksmithing, and LJ is a great way of staying in touch and learning more about the trade.
Work Hard Play Hard: Decision-making
Life as a locksmith involves working hard but also playing hard. In my spare time I like to play chess; my ELO score is 600, compared to Magnus Carlson 2831, so got a long way to go! I’m a strong club player and I enjoy the 100% focus it requires; one wrong move and it’s over!
I also enjoy reading and the books I recommend are: Your Next 5 Moves by Patrick Bet-David, Psychology of Money by Morgan Housel and Power of Discipline by Daniel Walter. Through reading I’ve learned how to make decisions quickly, which has helped me in business to achieve my goals and make accurate judgements. I also listen to podcasts while I’m driving because it’s a good use of time and it opens my mind to endless possibilities allowing me to move forward with clarity and focus.