I went heifer crazy last year. Kept several, and bought several. Went almost as overboard this year. I ended up selling several bred heifers (partly was the plan anyway). People will pony up for a fancy bred heifer. It's hard for me to get people excited about an open commercial heifer. If you think about, they come through the yard everyday.
The state puts on a bred heifer sale here. They only let their cronies in it though. It kinda rubs me wrong to be honest. I understand their point though. If the supply is too high, it'll drive the price down on the sale. They like to pat each other on the back, and congratulate each other on helping the producer with value added marketing. They love that phrase. I can hear them say it now. Anyway, long story short, I usually start with twice as many as I need, and sell half. People seem to like the "I got too many approach". They can pick the ones they want for one price, or I'll pick for them at a cheaper price. If I kept them all, I wouldn't care. I liked enough to either keep em or buy em, so no skin off my teeth. Never have advertised, and don't plan to. You might give the approach a try.