I look for a TE that creates mismatches. They're too fast to be covered by DEs and LBs, and too big to be handled by lone CB's. They exist to create space for the offense - whether it's blocking to seal the corner, drawing a double to let someone else get free, etc.
When you watch Washington, the offense runs through Reed, similar to Olsen in Carolina.
I'll slide off of Top 3 and put him top 5 with Olsen and Julius Thomas ahead of him. I'd take Reed (when healthy) over Clay, Kelsay, Witten (at this point), Graham (at this point), Gates (at this point).