The barn swallow, Hirundo rustica, is a model species for studying sexual selection, particularly female mate choice. Although there have already been several reviews of female mate choice and its geographic variation in this species, all of them have focused on secondary sexual characteristics. Here, for better understanding of the general pattern of female mate choice and their influence on male phenotype, I review all of the female mate choice criteria ever reported in the barn swallow, emphasizing the importance of relatively inconspicuous male traits. These include resources defended or provided by males, such as territory and paternal investment. In addition, females prefer a nestling-like vocalization, enticement call, which is particularly noteworthy because females prefer immature calls. This pattern contrasts with female choice based on secondary sexual characteristics, in which more mature, elaborate male traits are almost always favored. Nestling-like male traits are widespread, and thus female avoidance of, rather than preference for, mature forms might be common. In addition to selection on the target trait itself, these resources and nestling-like male traits would also matter in understanding the evolution of the overall male phenotype and its geographic variation, due to the interrelationships among male target traits and those among female mate preferences. Female preferences for inconspicuous traits are highly dependent on ecological factors such as nest predation pressure, and thus overall male phenotype including secondary sexual characteristics might be more predictable than previously thought. Future studies should focus on not only conspicuous secondary sexual characteristics but inconspicuous male traits.