You need to think outside of the box. Provide a much much better service for a slightly higher cost. Edge the beds, driveway and sidewalks......trim the shrubs once a year for free......pull a few weeds....do something extra that makes you stand out. If you go all out you will make your clients your cheerleaders. Once they start cheering for you....the neighbors hire you. Then you will push Paco out of the area. Any donkey can mow a lawn. Provide some service to your clients and it goes a long way.