Have the NPC's in the town have interesting character quirks. If you can't think of any (I hate to plug) but you can use Game Mastery. Also keep notes on names and said quirks to help you stay in character. I had a deputy who wouldn't do anything in the party without the Sheriff's say so, he didn't help out in an unscheduled fight. Had an acolyte who was flagellant (not flatulent.) Add some interesting npc's to make the town feel like a character. I also liked how trust points made the characters earn the good will of the town.
Haven't finished the first Mod so can't speak for the rest.