Custom coats of arms are not available yet, you will have to wait till later in development. (the ones you see in the community are unofficial aside from monarchs)
Bloodline will not get a chance to select land until exposition. At that point you will spark into a family and then use any exposition points you want to purchase whatever land you can afford, or ignore the land and purchase other things you want instead.
As of right now, the devs have strongly suggested we will get into testing phases in 2020, but the only other thing bloodline players are confirmed able to participate in atm is the Settlers of Elyria event, if you wanted to purchase a domain.