In my ten years of service to the Los Angeles real estate community I have discovered that the key to success is understanding the individual. I believe that this applies to any service industry in any neighborhood. People are like properties, some are light and airy while others are sophisticated and posh. Being able to tell the difference and tailor your service to each individual is the challenge as well as the key. What appeals to one client might offend another. For example, years ago I represented a seller with a 1960's mid century home in original condition. In my marketing verbage, I used the word groovy. The seller didn't appreciate the connotation as he felt that the word diminished the property, but the women who bought the home had a personalized license plate that read GROOVIE. She had read the write up in the paper, came to see the house and the rest is history. The only way to truly serve the individual is to lose the ego. In the end, it's not about us regardless of how great we might think we are. We are nothing without the client, therefore, it's all about them.