The verdict in three sentences
In Geneva, real estate directors at international organisations, family offices and office building owners are starting to ask AI assistants like ChatGPT before they even call a commercial real estate advisory. These assistants cite firms whose public information is consistent, factual and echoed by third parties, and overlook those whose website is little more than a brochure. The work needed to appear costs, as a 2026 ballpark, CHF 3,000 to 8,000 for a diagnostic and CHF 2,500 to 7,000 a month for ongoing work, and no honest provider can guarantee a recommendation.
What are Geneva clients now asking AI assistants?
The questions sound like what an occupier might ask a peer over lunch, typed into a chat window instead. They mix precise geography, asset type and Geneva-specific constraints.
| Who is asking | Typical question to an AI assistant | What the assistant needs to find to cite a firm |
|---|---|---|
| Real estate director at an NGO | "Which advisory can help us find 1,500 m² of offices near the UN, on a 5-year lease?" | Occupier service pages, areas covered, working languages |
| CFO of a trading company | "Who advises on a lease renegotiation in Acacias or La Praille?" | Renegotiation expertise described, districts named |
| Family office | "Which advisers follow the Geneva office building market and publish research?" | Dated, accessible market reports |
| Owner of a mixed-use building | "How do I assess the vacancy rate of a building in Plainpalais?" | Educational content, method explained |
| Private bank expanding | "Location advisory in Geneva for a team of 80, who should we talk to?" | Public references, team presented |
| Foreign investor | "Can a non-resident buy a commercial building in Geneva?" | Careful content pointing to the applicable rules |
| Medtech start-up | "Where can we find lab and office space between Geneva and La Côte?" | Clear regional coverage |
On the foreign investor question, federal rules govern certain acquisitions by persons abroad. A firm can mention this on its site, but in general terms. This is not legal advice.
Why some firms appear and others do not
AI assistants like ChatGPT build answers from what is publicly available and verifiable. Several factors recur among firms that get cited:
- Identical information everywhere: company name, address, partners and specialisms match across the website, professional directories and public profiles. Inconsistencies make a firm less citable.
- Third-party mentions: articles in the French-speaking Swiss business press, talks at industry events, citations in research. An assistant gives more weight to what others say about you.
- Factual, precise pages: one page per service (tenant representation, sale mandates, valuation, fit-out project management), one page per area.
- Structured data that clearly describes the organisation, its people and services.
- Real, current listings: only properties for which the firm actually holds a mandate. A stale listing erodes trust.
- Freshness: a dated quarterly market note beats a 2022 report still sitting on the home page.
Transactions should only be mentioned if they are public and the client has agreed. As an example of the rigour expected on a real estate site, Kolonell built the website of Orven Properties, a real estate company in Dubai: a clear presentation of properties and team, with no performance figures to share.
What does this work cover and what does it cost?
The market is young and offers vary widely. The ranges below are 2026 ballpark figures from typical agency quotes in French-speaking Switzerland and Europe, to be read with caution.
| Workstream | What it covers in broad terms | 2026 ballpark (CHF) |
|---|---|---|
| Initial diagnostic | Record of current AI answers, audit of public information consistency | 3,000 to 8,000 (one-off) |
| Website upgrade | Service and district pages, structured data, partner profiles | 6,000 to 20,000 (one-off) |
| Expertise content | Market notes, guides for occupiers and owners | 1,500 to 4,000 / month |
| Press and mentions | Talks, op-eds, presence in sector directories | 2,000 to 5,000 / month |
| Tracking and measurement | Dated record of answers, monthly report | 800 to 2,000 / month |
| Full programme | All workstreams | 2,500 to 7,000 / month |
At Kolonell, this work is priced on quote after a diagnostic, depending on the state of the site and existing reputation. Data processing on the site must comply with the revFADP, in force since 1 September 2023, and the GDPR if you target clients established in the European Union.
How to measure without fooling yourself
The only reliable indicator is a dated record: the same list of questions, asked of the same assistants at regular intervals, with answers archived.
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| Indicator | What you look at | Suggested frequency |
|---|---|---|
| Share of answers citing the firm | Out of 20 to 40 fixed questions, how many mention your name | Monthly |
| Accuracy | Are address, services and partners described correctly? | Monthly |
| Competitors cited | Which firms appear in your place | Monthly |
| Sources picked up | Which pages or articles the assistant seems to rely on | Quarterly |
| Inbound enquiries | Contacts who mention an AI assistant as their starting point | Ongoing, via the form |
Allow 3 to 6 months before judging a trend, as assistants do not pick up new information immediately.
Mini case study
Illustrative example: Rhône Workplace Partners, a six-partner Geneva firm specialising in tenant representation. Its managing partner has 30 typical questions recorded: the firm appears in 3 answers out of 30, or 10%, and one answer gives an outdated address. She commissions a diagnostic at CHF 5,000 and then ongoing work at CHF 3,500 a month for 6 months, CHF 26,000 in total. If a single tenant representation mandate for 2,000 m² generates CHF 60,000 in fees, one mandate won through this visibility covers the investment more than twice. These are assumptions, not promised results.
FAQ
Can you guarantee ChatGPT will recommend our firm?
No. Nobody controls an AI assistant's answers. You can improve the consistency and depth of public information, then measure change on 30 fixed questions every month.
Is this different from classic Google SEO?
The two overlap: a clear site and quality mentions help both. Measurement differs, since you track the share of AI answers citing the firm rather than a position on a results page.
How long before we see an effect?
Usually 3 to 6 months, depending on starting reputation and publishing frequency. A firm already quoted in the press moves faster.
Should we publish our transactions?
Only public ones, with client consent. A dated market note or a district analysis often brings as much credibility.
What budget should we plan to start?
A diagnostic generally sits between CHF 3,000 and 8,000 on the market. At Kolonell, it is priced on quote according to the number of questions tracked and the state of the site.
Find out how AI assistants describe your firm. We record what AI assistants like ChatGPT say today about your firm when faced with your Geneva clients' questions. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
