Siblings Built 6-Figure Turo Business in Under 2 Years

In just under two years, siblings Michael Rumph and Darlene Person transformed a single family car into a thriving six-figure business. Their company, JDM Whipz, now operates a fleet of 13 vehicles across the Atlanta metro area.

What began as a trial run with their late mother's 2016 Toyota Corolla has evolved into a profitable Turo enterprise. The siblings achieved this growth by reinvesting profits, prioritizing customer service, and navigating the unique challenges of the peer-to-peer car rental market.

The idea sparked from a practical experience. In February 2022, the siblings rented an Escalade from Turo for a family trip. They were immediately fascinated by the platform's ease and efficiency. Almost exactly a year later, they launched JDM Whipz.

By January 2023, they had registered the company, and by late February, they were live on the platform. Their first booking secured the same day they listed.

Both siblings balanced full-time jobs while launching the venture. Darlene, a federal government employee, handled car preparation in the evenings after her day job. Michael, an IT professional with 37 years of experience, eventually left his job in April 2024 to manage JDM Whipz full-time.

I was breathing and dreaming of Turo at work. Now it's my focus.

Growth was rapid but calculated. Their first vehicle was a 2016 Toyota Corolla that belonged to their mother, who passed away in June 2022. The car remains on the platform today, recently repainted and protected with film.

From that single asset, they expanded their inventory to include a 2017 Mazda, a 2017 Chevy Malibu, and various Equinox models. By the end of their first year, they had acquired 10 vehicles.

Their purchasing strategy was aggressive yet prudent:

• Cash purchases: Eight vehicles bought outright
• Creative financing: Two vehicles acquired using 0% credit cards
• Current status: 13 vehicles total, with 12 owned outright

They currently hold one payment on a 2019 Chrysler Pacifica. Michael holds a dealer's license, allowing him to purchase vehicles wholesale at auctions. This proved crucial when five of their cars were totaled in the past year; the wholesale pricing enabled them to replace the fleet and even profit from insurance payouts.

Operating in a major metropolitan area requires distinct logistics. The siblings divide the territory: Michael covers the north side of Atlanta, while Darlene handles the south. They have never stored all 13 cars at their homes simultaneously, as the fleet is almost always rented out or in transition.

Revenue fluctuates based on seasonality and vehicle type. Peak season in Atlanta runs from March through September. During these months, some vehicles earn up to $1,200 per month, while others generate approximately $800. Their 2016 Corolla rents for $42 to $46 per day.

They selected Turo's 60% protection plan, which offers a lower deductible in exchange for a 40% platform fee. While hosts can opt for plans offering up to 90% revenue share, the siblings prioritized risk management over maximum profit margins.

The price difference compared to traditional rental companies is huge.

For JDM Whipz, service is the differentiator. Darlene explicitly told Michael at the start: "I want people to feel valued." This philosophy is reflected in their reviews, which consistently highlight exceptional service.

To streamline the booking process, Michael built a dedicated website, JDMWhipz.com. Turo's native search doesn't display business names, so the external site allows visitors to view the entire fleet in one place before being redirected to Turo to complete reservations.

Their operational discipline is strict. They learned the hard way that procrastination is costly.

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, the rule is simple: the moment a car returns, it gets cleaned, inspected, and made ready for the next guest.

The siblings' success offers a blueprint for others looking to enter the peer-to-peer rental market. Their advice centers on preparation and financial discipline.

First, capital is the biggest hurdle. They recommend owning the first car outright to minimize financial pressure. Second, time management is non-negotiable for those starting while employed full-time.

Finally, education is essential. New hosts should thoroughly read Turo's Terms of Service to understand liabilities and vehicle restrictions—such as the 12-year age limit and 130,000-mile cap.

Looking ahead, JDM Whipz aims to become Atlanta's go-to personal car rental company. For the siblings, the journey is about more than profit; it is a shared legacy built on trust and teamwork.