100% agree that experience and good communication skills are key. People will happily pay more for somebody that understands them the first time they explain something, that comes back with questions about things they hadn't thought about and has already dealt with similar issues before and can provide guidance. If you're also able to at least manage yourself on the project, you will be loved.

Imho, freelancing on smaller projects is great for learning those skills, because you will either learn them quickly or you will sink like a stone.