I'll actively think of names that sound good for that specific character. If nothing comes to mind I'll Google a bunch of names, common or rare. I might alter a name to look "pretty" to the eyes but I don't take too much creative liberty when the story is set in the real world. For fantasy, though, I go crazy. Sometimes a name will just pop into my head that sounds good to me and I'll immediately write it down on a list where I've got a bunch of fantasy names that could pass for real names. It's very fun, imo.