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

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

James Moon

Development Partner

James Moon attended Rhodes College where he earned his bachelor’s degree in history in 2009. From 2010 to 2016, he worked as a Petroleum Landman in Oklahoma, Texas and North Dakota. As a field Landman with MJC Resources, Drovers’ Trail Land Company and Bakken HBT, James searched county records, determined mineral ownership, and leased thousands of acres for oil and gas exploration. As an in-house landman with GeoSouthern Energy and Devon Energy, James was responsible for forming drilling units, managing brokers, planning pad construction, negotiating lease trades and joint ventures, and scheduling drilling rig activity. With an opportunity to apply his knowledge of land in his home state of Tennessee, James moved to Chattanooga to join Merchant Land Holdings in 2016. Since that time, James has served as Head of Acquisitions and helped secure a variety of property types throughout the Southeast. James also enjoys nearly all forms of outdoor recreation and serves as a board member for Lula Lake Land Trust. James’ extensive experience in land have made him an asset to the Merchant team.
Andrew Holt

Andrew Holt

Development Partner

With over 10 years in the brokerage business, Andrew has experience across a variety of real estate sectors including land, office, retail, and industrial properties.

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.