Are the people he has as clients individuals you actually want as customers? Little old ladies doesn't sound like a very profitable niche to me. I find the best thing to do with competitors, large, incompetent, or otherwise is to ignore them. Build up your marketing and brand and win more customers that are profitable and lucrative.
In the town I live in I have web developers that are agencies and much larger than me and freelancers like myself, some better than me some worse. I have never had a problem making a living full time at this for 5 years now because of the skills and connections I built up outside of whatever they are doing.
Sometimes it makes sense to study what a competitor is doing if it is a tactic that is very effective and figure out a way to neutralize it or improve on it.
However it appears to me you might have a bit of sour grapes with this guy because you don't respect his skills, but he keeps picking up customers with his connections that perhaps you might want. I suggest if that is the case, find people he hasn't worked with and win them as customers. Spending too much time worrying about what this guy is doing or not doing is wasting your most valuable resource...time.