ACME Locksmith Warns Consumers about Deceptive Locksmith Advertising

ACME Locksmith Warns Consumers about Deceptive Locksmith Advertising

ACME Locksmith, Phoenix's only Verified #1 Rated Locksmith, is issuing a warning to residents using internet searches to find locksmiths against deceptive and misleading internet advertising. "Companies are promoting lock services for as low as $15- $24," said Robert Vallelunga, Owner of ACME Locksmith. "However, once the job is complete the price is unnecessarily and unexpectedly increased by hundreds of dollars."

For example, as of March, 2011, a Google ad for the common search term "Phoenix AZ Locksmith" costs over $22 per click to be on the first page. The top three positions cost much more. Pay-per-click ads are identified by a faintly colored background and/or the term "ads" shown near them after a user conducts their search.

"This tremendous cost represents the cost to a locksmith every time their ad is clicked. Since not all clicks generate business, the true cost is much higher. In 2010, the national average charged by a member of the Associated Locksmiths of America for a service call was $65. If a third of the clicks result in business, a generous 33% booking rate, that's a cost of over $66. This excludes fuel, labor and vehicle expenses. When a company is advertising rates that don't cover these charges, consumers need to ask how the company plans to recoup them. Often, they do so by charging 2-3X standard and prevailing rates. The ad cost has gone so high that companies not price gouging can't afford first page ads for common locksmith terms, and this results in more consumers paying inflated prices," said Vallelunga .

The real price for service is hidden in undefined labor, vehicle, emergency or tool charges. These charges aren't specified and aren't often revealed until the customer's keys are in the hands of the company. Home owners have reported that they've been told their locks are too old to be rekeyed and will be replaced with high-security locks. In reality, they've been misled so that they'll pay hundreds of dollars for a standard lock that they didn't need to begin with.ACME's Phoenix locksmith service has seen at least one instance where a consumer was charged over $1,100 after ordering a home rekey, 10X greater than the quote they received.

"Most auto and residential locksmith service is routine. An exact price for these services can always be quoted upfront and any possible deviations from that price can be discussed before a locksmith is ever dispatched,"said Vallelunga. "Any changes from a quote should be revealed and explained prior to commencing work, and the customer should then have the option to cancel the service without being charged a dime. Don't hire a company that can't provide you a complete quote and doesn't implement the above policies. If you feel you've ever been a victim of this price gouging call the Arizona Attorney General's Office and the Better Business Bureau (BBB) to report it."

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