Using a real estate CRM to build a referrals-based business is the best way to get high-quality referrals and real estate leads. However, once you have the lead, you need to win the listing presentation, or that potential new business goes down the drain.

Fortunately, you're going into the presentation in a strong position. You've been recommended! But don't be overconfident. Use the following presentation tips to help ensure that it's your "FOR SALE" sign that appears on the front lawn – and not some other agent's.

Here are the six keys to a winning real estate listing presentation:

1. Focus on the client's needs, not on how great you are. The more you try to "sell" yourself during a listing presentation, the more resistance you are likely to encounter.

2. Don't give a generic presentation. Make it relevant. Ask questions. Then, tailor your presentation to the client's needs and aspirations.

3. Take notes. Don't rely on your memory. Writing things down lets the client know that you are listening. Better yet, bring your iPad and record your notes right in your CRM.