I help build a few player towns Evermoore, Vanenor, and Evermoore Northern reaches on Atlantic Shard. And Iantown on Siege.
When building a town try to keep it to your guild at first so existing house owners don't try to gouge you on the prices of house. Two or three houses will get you off to good start, It takes some time to get houses. You can even get existing owners to join the town even if they not in your guild. Try to build so it works as a town (town hall, shops, rune library) If other people don't come to your town it isn't really a town just a guild area. Have Event and contests. I found over the years you don't need big prizes they will attract just a bunch of jerks that just want to disturb and greif the event and dont care about your community.