In this third episode of First of the Month Wrangle, presented by Lasoh, Alex & Annie are joined by Orlie Benjamin, Founder and CEO of Lasoh, and Patti Ziegler, Orlie’s longtime mentor and former leader at Scotts Miracle-Gro.
Before building Lasoh, Orlie worked with Patti across direct-to-consumer marketing, brand building, innovation, and partnerships. That experience shaped how she thinks about customer relationships, distribution, and the value of knowing the people behind each purchase.
That same thinking applies in vacation rentals. OTAs may help bring guests in, but operators still need a way to understand who those guests are, stay connected, and create reasons for them to book again.
Orlie and Patti also share the mentorship behind that journey, including what it means to take a chance on someone, recognize when a role is no longer the right fit, and support a person as they move toward something bigger.
We discuss:
00:51 - Meet Patti Ziegler and learn how she worked with Orlie
02:04 - Building a direct-to-consumer brand from zero to one
03:19 - How established brands create new pathways to the customer
08:39 - What retail distribution can teach operators about OTAs and direct bookings
11:50 - How direct-to-consumer thinking shaped Lasoh
13:36 - The mentorship behind Orlie’s move into entrepreneurship
21:46 - How a career pivot brought Orlie closer to her purpose
28:33 - What vacation rental operators can learn from full-funnel marketing
30:46 - Why awareness, conversion, and guest loyalty all need attention
36:23 - Building a business in a way that still supports people
40:22 - Why the guest experience is central to Orlie’s work in vacation rentals
Learn more about Lasoh:
Website: https://tinyurl.com/52nvyw8t
LinkedIn: https://www.linkedin.com/company/lasoh/
Facebook: https://www.facebook.com/people/Lasohio/61575721958679/
Instagram: https://www.instagram.com/lasoh.io
Connect with Orlie:
LinkedIn: https://www.linkedin.com/in/orliebenjamin/
Facebook: https://www.facebook.com/profile.php?id=61585160391720
Instagram: https://www.instagram.com/orlie.benjamin/
Connect with Patti:
LinkedIn: https://www.linkedin.com/in/patti-ziegler-4649173/
✨ Exclusive Offer to Alex & Annie Listeners:
Turn every guest interaction into more revenue with Lasoh.
Apply to become a Founding Member and/or get 20% off Lasoh products with code AlexandAnnie. Valid through September 30, 2026.
👉 Learn more: https://explore.lasoh.io/alex-annie
#vacationrentals #vacationrentalmarketing #directbookings