I usually start with the types of plants that they use, lilies, hyacinths, etc., Then look at the fish. Size and variety, colors, that type of thing. Check to see if the fish have been provided with some hiding places. Then I look at the filtration system. Extra points for a properly functioning bog filter.
Seriously though, what kind of pond are you talking about, detention, retention, decorative? That's a good place to start.