I agree, these are absolutely awesome selling points. When I'm having to write up things I frequently find that people want more things front and center than can reasonably be front and center. For the angle that he is taking it sounds like "reclaimed" and "hand-crafted" are the front and center points from the sellers perspective.

I think the 'story' behind the furniture needs to be more prominent (i.e., why are "reclaimed" and "hand-crafted" the selling points), and then organizing the site so that the custom height and free shipping are easily found (e.g., specific answers on a FAQ page, or simply bullet points below the front-page 'story') would go a very long way.