Lower half of face is falling. I'm 37. Least expensive but more permanent procedure? (photo)

You are relatively young, but you already have slight jowling. While you could begin a liquid facelift and laser resurfacing, you might not be satisfied with the results. A lower facelift would lift your jowls and help correct the marionette lines.
It looks like you also have flat cheeks, so it may be that a full facelift (rhytidectomy) is the better choice to rejuvenate your face. However, decisions like this have to be made in person. As far as expense goes, the cost of a Mini Lift or facelift is initially higher, but when you consider the maintenance costs of a liquid facelift, there isn't much difference over time. You should choose the procedure(s) that confer the most dramatic and longest-lasting benefits. Costs can be worked out. I hope this helps.

Thanks for the question, filler can give temporary improvement, but if you are looking for more permanent solution I would recommend facelift. laser also can help you with skin pores.

Thank you for your question and pictures. You would be an excellent candidate for the Concept Facelift.  I think they filler would actually create more volume and therefore heaviness around the jowl area, making you appear worse. 
Most of my patient want a facelift however do not want the downtime associated.  The Concept Facelift is the procedure I perform, which combines the latest surgical techniques with the use of local anaesthetic to dramatically reduce the risks associated with traditional facelifts, while significantly reducing the bruising and downtime of your recovery, from months to a matter of days. 
If you have lax facial skin, lost volume and feel that you have jowls and wrinkles on your cheeks and you look tired when you're not then the concept facelift can help improve your appearance. With concept facelift you will look natural and fresh just like the way you feel inside. There are no bandages, drains and hospital stay but with lasting results of traditional facelift techniques it fits with today's age.
What are the benefits of a local anaesthetic facelift?
Minimally invasive as it is a short scar faceliftThere is minimal bruising and swelling, especially when compared to traditional faceliftsAs the procedure is performed under local anaesthetic, you can go straight home following the procedureFull recovery in a matter of days rather than monthsSignificantly less risk than Facelifts performed under general anaestheticFresh, youthful and long lasting resultsPlease make sure you find a reputable and qualified plastic surgeon who can assess you properly to give you a realistic idea of what outcome you can achieve.  All The Best