Motherboards vary in price depending on the types and number of connectors on the board. So if it lets you connect the newest and fastest components and lots of them, it will cost more. Also the more expensive boards come with more features like a visual display that shows errors during startup or a fancy bios with a multitude of features. I'd say that you should make sure that the motherboard is compatible with the CPU and that it has good reviews. A good motherboard would run you at about the $150 price range and the super fancy boards will run you 250 and up.
Keep in mind that the motherboard needs to support the RAM you will install, the GPU, CPU, drives, all the peripheral devices you think you might need, and will fit inside the case properly.
I have an Asrock Z77 Extreme 4 for the 3rd Gen Intel CPUs and I buy it for most of the computers I build because its cheap and it works for what I'm trying to do but yeah I think its all about preference once you get past all the important stuff.