Since the crown store is mainly a vanity store anyhow. Why not start allowing players the ability to build homes and estates like in previous games.... ESO Plus members should automatically have this ability as a perk for paying to play. While other players just need to cough up the crowns. This would allow for guild halls to be built etc. You spend your crowns on the land and then everything else works similar to the way it did in Skyrim... Make a portal or something that allows players to travel to a land mass to build their homes and the travel to player ability allows for friends or guild mates to come to your home.
This should be features that allow for all types of players to customize their homes and estates, from catering to the werewolf, regular player, the vampire, and even class based homes.