First off, no they do not require belly heat but it is the easiest way.
Second, heat rocks are a NO so I don't know where you gathered that but find a new source.
Sounds like your pet shop that refuses to sell you a heat mat is full of idiots. Take your money somewhere else. I they really wanted your money they would sell you a mat plus a thermostat as both are needed and work together.
Now about your housing. All wood? You are not really going to get heat to transfer through the floor to well. You are probably going to have to go with either overhead lighting or radiant heat panel.
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