We only considered schools that we could walk to. This meant we only considered two; one with an easy walk, and one with a longer walk.
We spoke to primary teachers that we knew who had taught in their local schools. They had high opinions of our nearest school.
However, many local middle class parents weren't keen on it, and don't consider it. (Approx 50% of children at the school live on local council estates). But, when we went around the school the atmosphere was very nice, the behaviour good and the head enthusiastic.
Our dd is a bit 'different' and we thought that she would be happier in a school that wasn't entirely middle-class and had a bit of variety.
The other thing that swayed it is that there is a SureStart nursery at the school that our youngest could go to; never underestimate the convenience of having all your children in one location.
Our academic credentials are very good (lots of A grades at A-level, Oxbridge degrees etc.) and neither of us really think that at primary level the nature of children in a school really matters, as long as the behaviour and atmosphere is good.
I do think that in all schools a parent needs to keep an eye on what is going on (without being obsessive about it). Schools with good reputations can begin to slide and unpopular schools can have some excellent teaching going on that local gossip doesn't mention.
However, if seeing lots of similar parents on the school gate gives you confidence, then you might prefer to look at the parents rather than the teaching, school, head etc. And it is nerve wracking sending your first to school, so don't underestimate confidence!