Also rental prices seem to be dropping with the pressures and competition from AIRBNB as the market is flooding with so many new STRs. 

We are in a extremely competitive market, but if you take the time to learn and put in the work you will find deals!  

-Redecorating your home is basically a competitive sport in Palm Springs: There is a lot of affordable, stylish stuff to be found at the thrift and resale stores.

No competition (almost)

So he wants this new company to have the same values as his first.Please feel free to give any advice on names and everything for upstarting a business that is very competitive.

There definitely is some competition in the area with property managers, but there is not quite the amount of larger property management firms that drive lower costs through competition in Columbus as there is in other similar sized markets. 

When good ones do come on the market they usually have multiple offers and I just don't bother getting into the bidding war or my offer is not competitive. 

But you still better have a strong SEO game in the big competitive markets: if you don't focus on your credibility (SEO is a huge part of this), and you just spend money on ads, online or offline or both, then you will eventually find that you have a sizeable hole in your bucket.

Is it too competitive?

If 'im going to source competitive debt, supervise redevelopment, strike deals with credit tenants, etc i'm looking forward to get paid for that work like any third party broker / manager would