Target your Prospects
The greatest value that you would get to Facebook Ads is equivalent to your ability to reach out to the best prospects. For example, aside from Google people might be just searching on Facebook "Townhouse in Miami beach" or "Agent in Orlando" you would really want to capture the attention of those people and be able to use your Ads campaign on Facebook to make sure that they will see you.
Plan it ahead
Like other ads, you need planning as well as to how you will run your ads on Facebook. What content to push, what video, photo, and even words to use are relevant to your market's search. Like all advertising, a catchy headline is a must. Once you have your plan in place, you can set up an ad campaign in minutes.
The Facebook Real Estate Ad Targeting Process
TheBalanceMB encapsulated it in a nutshell that there are important fields you would need to make sure filled out before running the ad that you should have already searched in mind like:
Location of User
Age, Birthday & Sex
Connections & Friends of Connections
Campaign Setup and Run Days