The Team
Leading the Way in Land Investment
Our success is driven by a team of creative and dynamic professionals with extensive experience in land investment and real estate. Each team member brings a unique set of skills and a deep understanding of the industry, ensuring that we identify and capitalize on opportunities that maximize value for our investors. Meet the experts who lead our strategic initiatives and drive our mission forward:
John Hetzler
Founder / Principal
John is a principal and co-founder of Merchant Land Holdings. He and his partner oversee the overall strategy and direction at Merchant. With more than 20 years of experience in the real estate industry, he has leveraged his unique experience to identify market opportunities across a broad range of asset classes.
Cardon Smith
Founder / Principal
Cardon is a principal and co-founder of Merchant Land Holdings. He and his partner oversee the overall strategy and direction at Merchant. Cardon has been in the real estate industry for over 20 years and has participated in a vast range of transactions, developments and investments throughout the country.
James Moon
Development Partner
Andrew Holt
Development Partner
A Chattanooga, TN native, he is licensed in both Tennessee and Georgia. He has a Bachelor’s Degree in Communication with an English minor from the University of Tennessee at Chattanooga and currently resides on Signal Mountain with his wife and two kids. In his free time, he enjoys spending time with his family, playing golf, and cheering on the Tennessee Vols.



