You can buy the deed from Attrebus Valga, who resides in Valga Villa. The town consists of essential merchants (and repair/recharge NPCs) as well as generic respawning farmers, hotel guests, guards and staff.

V1.01: minor pathing fix

V1.02: 
- Added altars of spellmaking & enchanting to Heartlands Hearth, but they only appear after you attain the rank of apprentice in the Mages Guild. Leave the basement and re-enter for the altars to appear.
- Added a shrine with a priest who sells defensive, utility and healing spells.
- Various residents will use the shrine at various times of the week

V1.03:
-Added a new building: Heartlands House, a small Blades safehouse. It is occupied by a Blades vendor who sells leveled Blades equipment (up to approx. daedric quality) and stealth-related potions & poisons
-The bed on the 2nd level of Heartlands House can be used, and there are 2 non-respawning drawers next to it - can be used as a basic house after joining the Blades in the MQ. Almost all other containers in the building respawn, so only store your possessions in the drawers

V1.04:
-Adds a news cabinet to Valga Villa - activate to receive a copy of all editions of the Black Horse Courier (depends on playthrough, e.g., you only get "pale pass discovery" after the pale pass quest)

v1.05:
-Minor bugfix with Agent Armentius' merchant chest