Give your characters life
Populate the village with NPCs who are distinct and memorable, believable and compelling (see Creating NPCs for guidance, Creating NPCs). Keep track of the NPCs you establish, and bring them back into play over time. Show how they change and grow, how they're affected by the PCs' actions.
The PCs don't have to like or get along with everyone in the village. Some of the villagers should be threats! But give troublesome neighbors some nuance, some reason the PCs can't just ignore them or run them out of town, such as:
- A sympathetic motivation
- A redeeming quality
- A skill that the village needs
- A family member who loves them
- A position of leadership/influence
- The respect/loyalty of other NPCs
- Something to hold over a PC (an oath, a secret, a familial bond, etc.)