It's really different for guys. Obviously initially looks helps to get your foot in the door, but ultimately women don't care as much about looks as they do about other things. Below is a rough checklist of where "looks" falls in line of importance for hot women in an ultimate mate.
1) Confidence
2) Sense of Humor
3) Sexually advanced (confidence in that department...knows how to flirt and get the juices flowing, good kisser, knows what he's doing and not intimidated by a beautiful female body)
4) Financially stable (you don't have to be loaded rich, just can support yourself comfortably and still have extra funds to just enjoy life and not stress about splurging on yourself and her now and again)
5) Take care of yourself- the things you CAN control (Be in shape, good fashion sense, etc.)
6) An active, exciting life (hobbies, passions, etc.)
7) Looks
How often do you see a smoking hot woman on the arm of a regular looking dude? The answer is more often than you'd expect. Why? Because the guy has the top of the above list in spades.