When I bought my home, it really came down to design quality and location. The builder I ended up choosing offered better flow and more efficient floorplans---I ended up with the smallest model (perfect for just me) because I liked having the kitchen at the back and the placement of the bedrooms. There are a lot of outside factors to take into account as well:
1. Since you have kids, REALLY look at the local schools---test scores, programs available, reputation.
2. What's the closest grocery store like? How far to the bank, post office, car wash, liquor store?
3. What are adjacent neighborhoods like? A nice subdivision next to blocks of apartment complexes is going to impact traffic, noise, crime, drive throughs, etc.
4. If the HOA allows renting out, what's the percentage of renters vs. owner occupants?
5. Visit each at different times of the day. Get a feel for the subdivision.
6. How close to complete are the developments? I had mostly vacant lots around me when I bought, and some of the neighbors that came later . . . well, it could have been better.
7. How far is it to a B&M with a smoking lounge?

8. Are there any restrictions in the HOA codes that will be a problem for your lifestyle?
9. Backyards---which has more usable area? Sneeze lots are kind of typical nowadays, but how far is it from your back door to your back fence? Makes a HUGE difference.
~Boar