We are basically 1st timers (haven't been there in almost 20 years), and our decision on this
Lindfields Villa was based on:
1. Location - it had to be reasonably (almost very) close to WDW. That meant that I had to be able to identify the address of the property, whether from the owner directly, or by searching a county assessor/appraiser website. I also didn't want to be adjacent or too close to the new Western Beltway.
2. Pool - this was a must and it had to be enclosed (screened). Given a choice between a villa with a pool and no spa or both a pool and a spa - guess which one got the nod. Pool heat was also critical and I'm not sold on electric heat pumps (or heat exchangers) so we pretty much stuck with gas pool heat (and expected to pay for it).
3. Price - this was a consideration, but I was fully expecting to pay something more for closer proximity, balanced against amenties, age etc.
4. Other Amenities - number of bedrooms was not critical in our (my

) decision as its only me, DW and DS. Having said that, the villa had to at least appear well appointed (not high end but reasonably nice), as well as well kept and maintained.
5. Owner(s) - it may have been unfair but I eliminated all those properties for which I didn't receive a 24 hour turn around to my inquires. If they didn't care enough to answer fairly quickly, what kind of owners are they and how quickly would problems during our stay be resolved. The owner we almost rented from in OIC was fabulous, but was eliminated as our 1st choice once I caught wind of the new Western Beltway (the house was within a couple hundred feet). And I had to be comfortable with the owner as well. I realize that renting a villa is a 2-way street, but its still a lot of money to send away on almost blind faith.
I also totally agree with the comments about TVs and movies - we're not going to WDW to be couch potatoes, but its nice to wind down a little before bed.
Hope that helps.