Seth Godin has a great definition of what it means to be the best in a world of online marketing and unceasing demands on your customers’ attention and budget.
The only way your business wins in Google world is to be the best available option, where “best” means best for the person searching for an answer, and “available option” means everything. (Best doesn’t mean most expensive or exclusive, it merely means the best choice for me, right now. You don’t have to be happy about how much competition you have, but it helps to admit it.)
You don’t sell nice plants or green grass. You sell a homeowner time with his family. You sell a property manager less risk and a better conversation with his boss.
That’s what you have to tell your customer. That’s what you have to be best at.