In the area where we work, there are 135,000 houses. Not properties, houses. (A windy in a local area estimated about 10 - 15,000 houses in his area. When I checked the census details, it was around 50,000.)
I've posted on here before when we got to 1,500 customers. That means we're servicing 1.1% of the houses in our catchment area. Once you realise that, you can ignore competition completely, totally and utterly. There is a simply astounding amount of work out there.
Stop worrying what the competition are doing and do your job as well as you can.
Vin