Everyone is buzzing about Zillow’s acquisition of Trulia and what it means for investors, MLSs, brokers and agents. The real issue for agents, however, is whether an ad spend on Zulia is the best place to spend your online marketing dollars. No one can argue about the fact that Zillow and Trulia have massive numbers of visitors to their sites. The question with any form of advertising, however, is: To what extent does advertising on that platform generate not just leads, but closed business? Prepare to play the game Before spending money on any form of advertising, you must be prepared to track your results -- your return on investment. Very few agents do this. Instead, agents throw millions of dollars at both print and online advertising without ever having any real understanding...