We're siblings who built a 6-figure Turo business in under 2 years. We started with just our mom's car — here's how we scaled up.

• Siblings Michael Rumph and Darlene Person built JDM Whipz, a profitable Turo car rental fleet.
• JDM Whipz grew to 13 vehicles in Atlanta by reinvesting profits and focusing on customer service.
• Their experience highlights Turo business strategies, challenges, and the importance of planning.

This as-told-to essay is based on conversations with Michael Rumph, 60, and Darlene Person, 61, siblings in metro Atlanta who run JDM Whipz, a 13-car Turo fleet. It has been edited for length and clarity.

Darlene: For several years, my brother, Mike, and I talked about wanting to go into business together. We considered a few ideas but hadn't settled on one.

In February 2022, we rented an Escalade from Turo for a family trip. Almost exactly a year later, we launched our own Turo business, JDM Whipz.

By 2024, JDM Whipz was making six figures in profit.

We were fascinated by how quickly and easily we'd rented a car from Turo

Darlene: Mike dove into research, sending me videos and websites every week. We began meeting on Sundays to discuss launching a Turo business.

By January 2023, we had registered the company, and in late February, we went live on Turo, securing our first booking on the same day.

I'm a federal government employee, and I still work full-time. Most of my Turo work takes place in the evenings, when I prep cars after my day job. When we started, both of us were balancing full-time jobs.

Mike: I'm an IT nerd with 37 years of experience in desktop support, server support, and project management. Now, I'm a full-time Turo project manager.

Our first car was a 2016 Toyota Corolla

Mike: The Corolla belonged to our mom, who died in June 2022. It's still on the platform; I just had the front end repainted and protective film added.

From there, we purchased a 2017 Mazda, a 2017 Chevy Malibu, a 2017 Equinox, and a 2018 Equinox. By the end of our first year, we had 10 cars. We purchased eight with cash and used "creative financing" for the other two, purchasing them with 0% credit cards

Today, we have 13 vehicles — we own 12 outright and have one payment on a 2019 Chrysler Pacifica. We've had five cars totaled in the past year, but because I hold a dealer's license and buy vehicles wholesale at auctions, we've been able to replace them and even come out ahead on insurance payouts.

The price difference compared to traditional rental companies is huge

Mike: Enterprise once quoted me $805 for an SUV from Friday to Sunday. Turo cost us $360 for four days and 600 miles when we rented that Escalade.

Darlene: We listed mom's Corolla as a trial, but the first renter kept extending her trip week after week, and it ended up being 2.5 months total. The car was gone, and we had nothing to do, so we said, "Let's add another."

From the start, we reinvested every dollar back into the business. That's how we grew to 10 cars in a year.

We choose Turo's 60% protection plan: we keep 60%, Turo takes 40%, but our deductible is lower. Hosts can take up to 90% but risk a much higher deductible. Understanding that trade-off is important.

Mike: Day-to-day, I'm checking cars in and out, cleaning, handling inspections, and keeping up with competition in the Atlanta market.

I left my IT job last April after paying off all my debts. I was breathing and dreaming of Turo at work. Now it's my focus.

Darlene: Atlanta is huge, so Mike covers the north side, and I handle the south. We've never had all 13 cars sitting at our homes at once, where we store them.

Usually they're rented out, coming back for a day or two before heading out again. I've learned more about cars in these two and a half years than I ever imagined.

Turo does national advertising, but we're also exploring our own marketing efforts

Darlene: We're obsessed with customer service. Over the years, we've both complained about poor service elsewhere. When we started JDM Whipz, I told Mike, "I want people to feel valued." Our reviews consistently mention exceptional service, which is the most rewarding feedback we receive.

Mike: I built JDMWhipz.com because Turo's search doesn't show business names. Our site lets visitors view our entire fleet in one place without having to search. When ready to book, they tap a link that takes them directly to Turo to complete the reservation process.

The biggest challenge for new hosts is capital. Ideally, buy or own your first car outright. Read Turo's Terms of Service carefully to understand the responsibilities of both the host and the guest.

Another challenge is time

Darlene: Most people start Turo while working full-time. You need excellent planning and time management. We learned the hard way: clean a car as soon as it returns.

Early on, we'd say, "I'll do it in the morning," and then get a 7 a.m. booking. At 5 a.m., with car washes closed, you're in the driveway scrubbing, photographing, and prepping the car. Now it's a habit: the car comes in, and it gets cleaned.

Mike: Revenue now depends on the season and the vehicle. Our Corolla rents for $42 to $46 per day. Some cars earn $800 a month, while others earn $1,200 during peak season in Atlanta, which typically spans from March to September.

We're still making six figures in profit a year.

Our biggest advice: do your homework

Darlene: Check Turo's website for rules, like no cars older than 12 years or with more than 130,000 miles when listed.

Watch videos from Turo hosts on YouTube, but vet their advice. Don't be afraid to ask experienced hosts for guidance. Mike and I mentor people all the time; we love helping new hosts succeed.

Our long-term goal is to become Atlanta's go-to personal car rental company. We're proud of what we've built — and even prouder to do it together as siblings.