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IS GOOGLE FINALLY DOING SOMETHING ABOUT LOCKSMITH FRAUD / SCAMS?
By The Locksmith World
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IN A PARTICULARLY INTERESTING article on Search Engine Journal, it would seem that Google is starting a big crack down on locksmith scammers at last. The crackdown is targeting Google maps / places listing and Adwords accounts. As anybody currently listed on Google maps will already know, you have to go through a small verification process to prove your business is located where you say it is. This is done by sending a verification notice to the address containing a code that you then enter into your Google My Business page.
The new verification process will involve answering questions on a form provided by Google and also a third party verifying company. The process is supposed to be quick and simple and will effect existing listings and new fresh listings. It appears that this is starting in San Diego. There has been much said about locksmith scams in the United States, where unlicensed locksmiths are trading fraudulently and ripping off customers of hundreds of dollars.
Here’ s how the scam works:
• After being locked out of one’ s home, a quick Google search brings up a list of local locksmiths.
• Google returns AdWords ads and Google My Business listings for locksmiths promising cheap or inexpensive service rates.
• Calling one of these bargain locksmiths actually routes you to an offshore call centre, where they dispatch someone local to come to your door.
• The locksmith shows up and, before trying any other options, immediately drills the lock open and slaps you with a large bill for the service.
• The cheap service you thought you were getting then turns into a large expense.
But what about us in the U. K.? As you all know, we do not need to be licensed to trade as locksmiths in the U. K. So how would Google get scammers out of their listings over here?
If it does come into force here, hopefully the verification process will find a better way of stopping the address fraud of companies that have loads of listings with different addresses.
But, in my opinion, it’ s not going to get rid of national companies over charging or Bob the odd job man making a complete mess of a job. I believe the only way we can do that is by licencing locksmiths in the U. K. and making it illegal to trade without the correct documents and training / exams.
Sources: www. searchenginejournal. com / googlefights-fraud-cracking-plumbers-locksmiths / 175362 / https:// support. google. com / business / answer / 7105241? hl = en & ref _ topic = 7168925 www. the-locksmith-world. co. uk
Cowboy Tradesmen
Home services marketplace, Plentific. com’ s, latest consumer insight has found that 4 out of 5( 79 %) of UK homeowners do not ask to see evidence of VAT credentials when hiring a tradesman.
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DESPITE GROWING WARIER OF cowboy tradesmen, the majority of UK homeowners do not check their tradesman’ s VAT credentials. The HMRC estimates that £ 3.4 billion * is uncollected every year from VAT fraud. Whilst it is legal for a tradesman to not be VAT registered when earning under £ 83,000 per annum, there are some that claim to be VAT registered so that they can charge customers higher prices.
Although the VAT charge can appear on the bill, if the trade professional is not upfront with their credentials, they can keep the 20 % fee. Consequently, the homeowner is overcharged whilst participating in VAT fraud.
Plentific’ s survey found that homeowners aged 18-34 are twice as likely( 41 %) to ask to see their trade professional’ s VAT credentials when compared to the UK’ s average. Perhaps this generation are more cost-conscious and inclined to negotiate the final price. Londoners too are cautious with 37 % asking for evidence. This may be a result of the higher prices for London services, causing the homeowners to be wary of additional expenses. Nottingham, on the other hand, appears to care the least, as only 12 % said they would ask to see the VAT credentials.
Despite the varied results across the UK, however, the majority of homeowners do not ask to see evidence of a trade professional’ s VAT credentials. Whilst it is not imperative to confirm a trade professional’ s VAT number or even to hire a registered specialist, homeowners are more likely to get a better deal if they are registered.
Stephen Jury, spokesperson for Plentific, said:“ Homeowners are very cost-conscious, however according to our research, they’ re unaware that they could be paying too much for their home improvements. By simply asking for a Pro’ s VAT number and instantly confirming this online, you know you’ re not being overcharged.
“ As part of the Plentific verification process, we confirm VAT credentials to ensure our listed trade professionals are not acting against the law or overcharging our customers.”
LOCKSMITHJOURNAL. CO. UK | NOV / DEC 2016