The key to keeping competitiveness professional is to focus on you, not the competition. There is nothing inherently wrong with believing that you are better than the next agent. Nor is there anything wrong with trying to prove that to the consumer. However, stick to demonstrating the benefits you bring to an agency relationship. If you truly are better, the client will see that quicker by your actions than by any words you may use against your competition.
Disparaging comments about other agents are no better than the negative political campaigns that clog the airwaves at election time. Pretty soon the consumer just tunes everything out and won't hear or believe the positive things you can do for them.