aloa.org December 2025 Keynotes 55 Use Technology and Modern Marketing to Set Yourself Apart Kristy McFarland Owner, Professional Business Products I AM NOT A LOCKSMITH, BUT I HAVE HAD THE PRIVILEGE of working alongside locksmiths and safe technicians for 26 years as a vendor supplying printed forms, labels and promotional items designed specifically for locksmiths. Technology is advancing at a rapid pace, and the locksmith craft has expanded from mechanical service to integrated systems that learn, connect and communicate. AI and IoT are redefining security and changing what customers think about access, convenience and trust. While these technologies will not replace locksmiths, the trade is evolving from reactive service to proactive security consulting, and that creates a tremendous opportunity for those who adapt. With AI and IoT shifting customer expectations, now is the time to remind your customers what truly sets you apart: skill, reliability and personal service. You do not have to compete with technology — you can partner with it. Your mechanical expertise is the foundation: modern tools simply expand your capabilities. Customers trust locksmiths who understand both the hardware and the logic behind it. No matter the business model, professionalism is what builds credibility — and it matters more than ever. What sets a real locksmith apart is trust, expertise and a consistent professional image. That image is communi- cated not only through quality work, but through consistent marketing. Uniforms and signage are not enough; use branded invoices, job tickets, service labels, key envelopes, leave-be- hind cards/brochures, and thoughtful promotional items that reinforce trust at every touchpoint. Consistent marketing signals legitimacy that helps real locksmiths stand out in a market crowded with “scammers” and undercutters. These touches reassure customers they are working with a trusted professional. Whether you are rekeying a home, programming auto keys, or integrating access control, your message should reflect your expertise. Here is an example of pairing classic mechanical credibility with modern language so that your customer under- stands you deliver both:“Traditional service. Modern solutions.” Association Education Should Continue to Adapt Tara Williams, ICPL, LSFDI, CJIL, CIFDI Locksmith, North Carolina State University B EING IN THE HARDWARE INDUSTRY FOR 35 YEARS with 21 years of it as an institutional locksmith, it has been a struggle to find answers or get hands-on instruction for the ever-changing hardware available, until I decided to seek out associations that would offer what I was looking for. An association is a way to get great information and hands-on training on all sorts of hardware, and keep up with life safety and ADA codes. It is also a way to meet like-minded people, which helps recharge you. Technology is changing, and associations must adapt. The use of online classes is a great way to get more people involved, but it does not help with the hands-on part. Some people work better by doing installa- tions and working with the instructor. Having these choices is not a bad thing but I feel it does not give you the chance to recharge. There is just something about being in a room with others and having actual conversations that makes that time worthwhile.
