What is it about a provider ad that entices you to call  the first time? Reviews? Photo? Age?  Price?
Or, do you even look at ads, or simply base it on referrals?

My faith in reviews has been shaken, as of last night, when I read some reviews from popular guy that said all the right words, but he failed 90% of them on skills, i.e. gave a number of 5, 6, sometimes a 7, which, according to TER, is not good( Come on now, if she "swallows", etc. she should get a minimum of an 8---9 in my book;P~~~~

 Beauty is in the eyes of the beholder so, that number has little to do with my decision---most of the time) Age---I see all ages from 18 to 50ish. Just that the 18 year olds are more prevalent than the other in this hobby----guys 18ish "sow their wild oats", sooo, girls do what with theirs??? If the lady acts like one of those cute, cuddly kittens who purr and rub up against you like they really like you, I'm all in be she 18, or 50;P~~~ I do like looking at pics, especially the ones professionally done---they just draw me in more so than some BP pics that are gross(
 
This is an opinion question about personal likes, etc. and I can say that I will see no lady these days that says NO to the FC2---those things are so comfy) Let's see, o, yeah, Price----back in the days when I had $ to burn, I didn't care, butt, today I limit my donation for her time to $300/hour.  

I also have a referral bud, who is like one of those half man, half horse creatures of mythology, who finds some diamonds and sends them my way)  LOL  That about covers it for me. I'm sure there are lots of other opinions out there, so give the lady some feed back)

Amen on the FC2 comment.  I stay pissed off because I can find nowhere to buy them off the shelf retail.  Obviously I do not want to ship them to my home.  Why these are not popular with providers is beyond me.
Billfish

I look at the pictures and read the ads. If you are lucky the pictures and words shine a light on the providers personality.  Reviews are the second step. Last is rate.  

The sexiest 2 inches on any female is between her ears.  That being said, I do enjoy touching a nice firm body

In Order

1. Reviews unless I am taking a flyer. Reviews are pretty important.
2. Pictures - which can I take with a grain a salt. But yes  
3. Prefer older actually - just my preference. Young ones tend to be less engaging
4. Cost - less face it; who doesn't want more for less? but this "hobby" does have some economic curve to i

Planned Parenthood has them on their counter--not sure where you are---I got a handful last visit for just a DOLLAR)---Bargain!!!

Reviews for limited confidence of legitamancy.  (TER for sure isn't everything, for many reasons.)
P411 for a level of professionalism.
Pictures to get an inkling.  There must be an attraction.
Research everywhere and go with my gut.
When all of them line up in the same direction, it can be fantastic.  (Side note...  And that, for me, is why BP or CL doesn't usually result in great dates.

-photo first
-price and services
-reviews
almost never age....

and I have no intention to attach a description to them.
 It has none. It's just that ...... "look"

Skills are hand in hand, but actually a half step ahead.

 
 

If I like what I see, then I search reviews on her. If no reviews, I stop and look elsewhere.
If more than 2 reviews and I like them, I proceed.

First- up to date picture I like to see a few pictures in clothes, nude pictures are nice but fully clothed pictures gives me an idea about who you are and your taste.  
Second- I like to know what you like, not just what you can do to me but what you like done to you.
Third- I like to know you don't see every guy with money in his pocket.  I like to know you are selective and in that if you see me, that you picked me as well.
Forth- Reviews, someone who is a 8-10 in looks but 6 in performance is a no.. 7-10 in looks and 8-10 in performance is a yes even if she is a little higher per hour.
Rate is glanced at but it would have to shock me to make a difference.

I go into Search, load my location, number of reviews 10 to 1000, sort by Rating and look through the listings for active providers.  When I find one, I go to the ladies page, look at the pics in the links, then at the reviews themselves.
So the ratings are the first level of screening, followed by the pictures, followed by the latest reviews (VIP).  Pricing comes into the picture only at the very end, if she is prohibitively expensive (over $300/hour) and I'll spring for more if the reviews are that promising.  A newer girl with lower prices ($200/hour) might get moved up the To See list a bit.

I keep that running To See list of ladies based on that (which is refreshed every once in a while) and when I'd like to see someone other than a regular favorite, I run down the list for who's available.