There were a number of factors that made this a hard problem for me to solve on my own - for one, I was not very familiar with the mapping toolbox and making my own GeoTIFF files; second, the heat map solution I adapted ( from here) kept me trying to use a webmap instead of trying to do this in a figure, which is probably where I should have started.
Here's the solution Mathworks support and I came up with...
...
  %decide which GeoTIFF file to use
  if ~contains(filename, 'Res')
      [DTroute, R] = geotiffread('/myfilepath/DT_route.tif');
      city_mapDT = geoshow(DTroute(:,:,1:3), R);
  else
      [ResRoute, R] = geotiffread('/myfilepath/ResRoute.tif');
      city_mapRes = geoshow(ResRoute(:,:,1:3), R);
  end  
...
  %generate the web map and route overlay
  xmtr_loc = geoshow(xmtrLat, xmtrLon, 'DisplayType', 'Point','Marker','x','MarkerEdgeColor','Yellow', 'MarkerSize', 12)
  colors = hot(nBins);
  cmap = colormap(colors);
  c = colorbar;
  c.LimitsMode = 'auto';
  c.Limits = [0 230];
  c.TicksMode = 'manual';
  c.Ticks = [0, 230];
  c.TickLabels = [round(binRanges(1), 2),round(binRanges(20), 2)];
  c.Label.String = 'Bit Error Rate (BER) Measurement';
  c.Location = 'southoutside';
  c.FontSize = 11;
  c.FontWeight = 'bold';
  hold on
  axis image off
    %draw the parameter data on the GeoTIFF as a heat map
      for i=1:length(cmap)
          fig = geoshow(s(i),'Color',cmap(i,:),'LineWidth', 3);
      end
A lot of the code is just setting up the colorbar. The real work comes with choosing the correct GeoTIFF to start with (see first if/else statement) and then drawing the heatmap in the for loop at the end.
The output (see attached file) is exactly what I was looking for, i.e. it's a solution we can apply with minimal refactoring to each heatmap we'd like to generate, and it draws the colorbar with the numerical limits (max/min) for whichever data set we choose to use; the base GeoTIFFs, the parameters to display as a heatmap, the colorbar/map, transmitter location, and max/min values are easily changeable. Hopefully, someone else will find this to be useful!


