Most people think they’re making money on Turo because the deposits hit and the calendar looks busy. I thought the same thing early on—felt like we were crushing it—until I actually did the math. In this video I break down where the “profit” disappears: Turo fees, last‑minute booking penalties, and the bigger one nobody talks about—how much extra the guest is paying that you’ll never see. If you’re doing $10K/month at 10+ cars, you’re usually handing over 20–25% of every reservation, plus leaving a huge spread on the table that could be compounding your fleet way faster. Then I talk about the hidden cost of Turo “handling everything.” Claims and impounds are the best examples. Because Turo sits in the middle, a claim that should take under 30 days can drag into months (I’ve had one over a year), and impounds can sit for weeks or even get totaled because the release process is so slow. Every day a car is down is real money—around $70/day for us—so time is revenue. My takeaway is simple: private rentals aren’t as hard as people think, and when you control pricing, marketing, and speed of ops, you stop bleeding revenue and you scale faster.