I'm with the vast majority here: looks get me in the door, personality brings me back.
The older I get, the less I care about the looks, but nothing even gets stared with ladies I'm not physically attracted to. Also, I do my utmost to try to learn a little about the lady's personality either via her ads or her other social media, or even her posts here on PERB. I haven't always been successful, but I keep trying. I probably read too much into many things (e.g. how she responds to me if/when I initiate any kind of communication), but I'll keep trying.
My biggest problem tends to be that the ladies I'm most attracted to, from their online personas, are out of reach for me financially.