TL;DR: I scan most ad and review sites for what I like. I don't read non service content on a website, but appreciate an idea of what's offered. I prefer natural, tasteful and non-pixelated selfie pics over the professional shoot look. If there are enough pics in the ads I don't need to see the website.
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Since I very rarely ever book ahead of time (I don't really control when the itch must be scratched or my schedule) I've developped a preference for indy ladies over agencies out of convinience. Also note that I don't usually go for <25 year olds or really skinny girls (personal pref and helps cut through a lot of ads).
My Basic rules:
Incalls: I don't go to crappy motels (eg: Excel), Montreal North or the really junky part of Hochelaga. I also dislike any location where the damn buzzer isn't working and the courtesan tells me upon arrival to just wait for someone to walk out so I can sneak in (only time I didn't walk away from this situation was for Julia Sky)
Outcalls: only if I've met her or she's reviewed by a poster with similar tastes as mine
BBFS: Any girl offering this or being open to it is an immediate no for me
Merb presence: I don't mention it...ever (unless the lady in question only advertises on merb of course). I don't rely on just post frequencies due to potential shilling and I keep an eye out for girls that seem to have a tendency of not respecting their schedules (pet peeve).
My search routine:
1) Scan merb's latest reviews and 411 for possible new interesting finds from posters with more than 50 real reviews. I'll often jump to forum sub-pages when its time to book for a girl that is likely to be less occupied (due to my flaky schedule)
2) Scan ads for what I'm up for that day (various body types,age,style,service type, etc) - merb, and most known ad sites (BP, AI, 123, and Hump) and social sites (FB and Twitter), I never use Google other than for reverse checking.
3) I reverse check numbers and pics for anything fishy or for validation (I automatically skip the really obvious fakes - any really gorgeous girls showing numerous instagram style face pics are a quick skip, especially if they are advertising a surprisingly low price or really high mileage (I prefer YMMV kind of girls).
4) In Montreal, I've very rarely gone for a girl asking over 250$ if she's unreviewed or has no visible presences found during my searching. Any girl is free to ask what she wants of course, I just tend to find unknown girls immediatly asking high prices to be a high risk or a conceited girl (turn-off for me)
Communications:
Since I mostly setup my encounters last minute, I only use SMS to ask a few basic questions (I tend to stay away from ladies replying a really long auto-response before even saying hello, but at the same time I get they why some have to). I do appreciate clear,polite and direct answers - bonus if her answers seem to have that joyful/sarcastic/witty vibe.
I don't call (even if that would be my preference) and I don't email simply due to my ad-hoc situations
Pictures
It really depends on my mood. Depending on the girl, I find when the photos are too glamorous and professional uninteresting. I really like non-grainy selfie looking pics showing the natural beauty of a coutesan. Then again, I've always been a sucker for a girl who can be sexy in jeans and a t-shirt and tasteful lingerie. Good light, clean enviroment and non-pixelated is what works best for me.
Written content
I don't know how to say this without sounding harsh. But I'm not looking to date a courtesan. I don't need to read all about her passions and interests outside of her services (I'll discover them during the encounters). But I will be attentive to what kind of service I'm to be expecting and especially how it is phrased (I woman knows what needs to be said to seduce a client). I can understand how this could be interesting to others and for search engines... but I'll only go to a girl's website to see her pics and videos if available but I can be more than content with multple ads using multiple different pics (of herself) I find girls Today know how to take selfies... that's more than perfect for me... but perhaps that's just me.