Rank and Rent

Hi guys. Thinking of going ahead with the rank and rent model. I had a quick question though if anyone can help:

Let's say for example I'm trying to rank for plumbers in Mayfair, I'd try a variety of similar keywords such as 'emergency plumbers mayfair' etc.

However, my question is would I also try and rank that same site for surrounding areas too?

So, for example given Piccadilly is next to Mayfair would I also try and rank my site for 'plumbers in Piccadilly' or just focus on Mayfair…

Rank and Rent