Holiday Lighting Competition
So you get to pick and choose your zip codes in your service territory and yes, you will eventually have competition (of course, those who are early adopters will have less competition). But you're totally right: there may be others who choose the same zip codes as you.
As a service to the homeowners (or businesses) looking for local lighting companies, we ask upfront how many estimates they'd like to get. They typically will want 2-3 estimates to make sure they're getting a fair/reasonable price.
So if they ask for only 2 estimates, we only send the lead to 2 holiday lighting companies, so your odds are obviously 50/50 at that point, maybe better if the other guy fails to respond in a timely manner (which does happen quite often).
So even if we had say 10 companies in your area all signed up (extreme example), and the customer only asks for 2 estimates - then we only send that lead to 2 holiday lighting companies (those two are based off a random algorithm, we do not give preferential treatment to any one company). Again, this keeps your odds of closing the deal within reason.