If you're looking for positive benefits of your own, you can get lifegain from Ikra Shidiqi, the Usurper, ramp from Arbor Adherent, and card draw from Abzan Beastmaster
With such a potent answer like Unholy Heat, most of the creatures and Planeswalkers are easily answered, so decks have to play a lower curve threat package to not trade big mana threats against a single Unholy Heat
You could also run a deck that doesnt play a lot of mana rocks and want to make sure that you dont miss out on mana
Zell is probably a fine inclusion in most red decks, but it really excels in red/green landfall where multiple landfall triggers each turn help you to press your advantage much more effectively
The first thing you should do before starting to build it is make sure that the tribe actually has the support to make it workor, if it doesn't, know how you plan to maximize that support