Facebook ads are a great tool that is up and coming in the real estate marketing sector. Facebooks vast store of information is unparalleled (except for Googles) and if used correctly you can become a dominator in your target market. No doubt.
I've done facebooks ads for my e-commerce dropshipping store, have helped others reach their marketing goals in a variety of industries (including real estate) and I'm having more success in getting motivated home sellers with Fb ads than any other "old-school" method. So, if you set up your "interest" targeting correctly and create an "FB creative" that attracts motivated sellers, you can definitely get a lead for as low as $10! And that's before lookalike-audiences/retargeting. Try beating that with yellow letters.
I also agree with @Chris Tracy 's general "5 steps formula". You need a sort of "brand awareness" for you and your real estate business and then retargeting the customers you've acquired with new content using Facebook ads. Yes, that includes making short facebook videos, writing blogs, posting them on your FB page and commenting/answering on topics in your industry online. In a sense, you're becoming a small marketing agency, but in the end real estate is doing marketing more than the real estate part.
The issue though with Facebook ads is that there is a big learning curve to it and takes time to understand, but I think it's definitely worth it once you've achieved somewhat of an understanding of the mechanics.
Hope this sheds a little light on the whole thing. 😁👌
Your Young Marketing Guy, Kenny