When someone starts looking for a home these days, what are they doing?  Where are they going to look at homes?

Yes, a good % of those looking are going to Zillow.com & Realtor.com directly.  There is no question about that.  Any agent that isn't buying leads from Zillow & Realtor is loosing out (BIG TIME).  However, the days of being able to buy leads are numbered.  I won't go into detail here, you can read more about that in this blog post.

A decent portion of people searching for a hole will eventually do a Google search for one, there are thousands of different variations of searches people do but that search could look something like "Homes for sale in Chicago".

By advertising on Google Ads you are essentially putting yourself in a position where you are going to get people to use your website to search for a home rather than the portals. 

There is one big problem with these leads.  The quality of the leads is not even close to the quality of a lead you will get from Zillow/Realtor.  Why is that you ask?  Well think about it.  When someone is contacting you about a listing on Zillow/Realtor, how long have they already been looking on the portals before they actually decided to contact an agent about one of the listings? 

Let that sink in for a second.  Someone who goes to Google & searches for homes for sale in whatever area is at a much earlier stage of the buying process then someone who's been looking at listings on the portals and makes the decision to contact someone about a listing.

So, the first think ou need to do is to understand the approach you need to take with these leads has to be different.  (AgentLocator not only helps you get leads & has an amazing system for handling the leads they will also train you on how to talk to these leads and what to say)