3 Expert Insights from Jay Parsons You Can Apply Today to Maximize NOI

In today’s multifamily market, operators are juggling an increasingly complex set of challenges. Operating costs are climbing, insurance premiums are rising, and resident expectations continue to evolve. At the same time, investors are demanding stronger transparency and measurable results. In this environment, traditional property management tactics are no longer enough to preserve healthy margins.

To help operators navigate these pressures, Foxen hosted an expert-led webinar featuring Kevin Jacobson, President of Foxen; Joe McDiffitt, Managing Director of Property Management at Coastal Ridge Real Estate; and Jay Parsons, a nationally recognized rental housing economist and host of The Rent Roll with Jay Parsons. Together, they outlined actionable strategies to help owners and operators protect and grow net operating income (NOI) in today’s landscape.

Rethink Risk as a Driver of NOI

For many operators, risk management has long been treated as a defensive measure, a set of compliance boxes to check rather than a central part of an NOI strategy. But that mind set doesn’t serve anymore. “We’re not in a place anymore where you can just play defense,” according to Parsons. “You’ve got to play offense with your risk strategy. That means identifying risks before they hit your bottom line.”

The financial implications of untracked risks can be devastating. A single uninsured claim, compliance failure, or lawsuit can erase months of revenue, regardless of how strong day-to-day operations may be. Jacobson emphasized that these “silent profit killers,” including gaps in insurance tracking, often remain invisible until it’s too late. By that point, operators are reacting to losses instead of preventing them.

The solution? Integrate risk management into operational planning. That means actively monitoring exposures, leveraging real-time data to close compliance gaps, and tying these efforts directly to NOI goals. Parsons summed it up well: “You can do everything right operationally, but if you’re exposed to risks you’re not tracking, you can lose that margin in one hit.” In other words, proactive risk strategies aren’t just fall back protection, they’re a necessity to protect your business.

Residents Expect More and It Pays to Deliver

Today’s renters expect more than a safe, clean place to live. They view themselves as empowered consumers who want value in return for their rent. Parsons noted that residents are “more educated and more empowered today,” expecting benefits that impact their financial well-being, provide flexibility, or deliver peace of mind.

One approach that’s resonating with residents is rent reporting, which helps  residents build credit simply by paying rent on time. McDiffitt shared how this offering has become a cornerstone of Coastal Ridge’s retention strategy, explaining that residents “notice and remember” the value of benefits that directly impact their financial futures. Beyond rent reporting, other initiatives such as flexible payment options and embedded insurance solutions are gaining traction among operators who want to differentiate their communities.

But these efforts only work if residents actually use them. As Jacobson pointed out, any resident-facing program must be seamless to adopt. “If it’s clunky or hard to use, you lose adoption,” he explained. This highlights the importance of integrating new benefits into existing workflows so they feel like natural extensions of the resident experience, not burdensome add-ons. In doing so, operators can drive retention, reduce turnover, and ultimately strengthen NOI.

The Best Operators Are Becoming Data-Driven Risk Managers

The conversation also touched on a fundamental shift in how top operators manage their portfolios: they are becoming data-driven risk managers. Parsons explained that investors are asking harder questions than ever before, not just about operations but about how risk is being measured and managed. “The top operators are thinking like portfolio managers now, not just property managers,” he said.

This means replacing reactive risk processes with real-time visibility and automated oversight. Jacobson described how dashboards and automation tools are revolutionizing compliance: “It’s not enough to say you think you’re compliant. You need a toolset that tells you where the gaps are, where you’re exposed, and what actions to take.” This proactive approach closes the visibility gap, helps operators prevent costly surprises, and reassures investors that their assets are being safeguarded.

McDiffitt shared how Coastal Ridge has used data to uncover risks that would have otherwise gone unnoticed, such as residents with canceled policies or units lacking adequate coverage, saving thousands in potential losses. For operators, the takeaway is clear: data-driven tools not only strengthen compliance but also protect NOI and build investor confidence.

Conclusion: Standing Still Is No Longer an Option

In a challenging market, growing NOI requires more than operational efficiency. It demands proactive risk strategies, value-driven resident experiences, and real-time visibility into portfolio health. As Parsons, Jacobson, and McDiffitt emphasized, operators who stand still risk falling behind, while those who embrace these strategies will gain a measurable competitive edge.

Key Takeaways:

• Proactive risk management protects margins and prevents costly surprises.

• Value-driven resident benefits improve retention and enhance community reputation.

• Data-driven tools build transparency and give operators a competitive advantage with investors.

Want to dive deeper? Watch the full webinar replay here for more tactical insights from these industry experts.