I realize most guys look at the whole package, but I'm certain some factors are more important than others.  Rank the following in order (highest to lowest) of importance when choosing a provider.

Looks
Rate
Reviews
Location
Services
Build
Personality

Very good question, glad to see more than just advertising here.

List in order of importance IMO, w/ logical reasons as follows:

Build - men are visual
Personality - must be nice and do as paid, not cause me hassle or that would not be stress free environment
Location - I'm busy and do not have time to travel, if I had lots of time, my be better spent finding long term relationship
Looks - (face) - again men are visual - Pam Anderson gets more press than Rosanne
Services - must kiss
Reviews - who cares what others think! they do not know me or my likes/dislikes and I do not know their. Have read crap that was made up, don't trust other.
Rate - very least important, hard work, high quality is worth paying for, I think most SP's should charge more and then remember the paying customer is the boss. The average doctor doesn't make house calls, but doctor to top athlets or stars do. Everything is a value analysis

1.  Looks/Build (Same to me)
2.  Reviews/Personality/Services (Better personality and services seems to be a part of rating system)
3.  Rate

Good question....
Personality,Services,looks location,reviews,build, rate... in descending order of importance.