The verdict in three sentences
A head of real estate relocating 300 staff, a landlord with a building in Farringdon or an overseas investor looking at M25 logistics often starts with a question put to AI assistants like ChatGPT. The commercial real estate advisory firms in London that appear in those answers share public information that is precise, dated and confirmed by third parties: market research, named teams, deals that are genuinely public. Nobody can guarantee a recommendation, but a dated record shows where you stand and supports a decision on work priced on quote.
Three buyer profiles, very different questions
Commercial property advice serves clients with different stakes and different vocabulary. The following examples are realistic for London in 2026.
| Profile | Question asked to an AI assistant | What the answer needs to draw on |
|---|---|---|
| Occupier | "Best tenant rep advisers for a 25,000 sq ft office in the City of London" | Tenant representation pages, size of instructions handled |
| Occupier | "How much does Grade A office space cost per sq ft in King's Cross in 2026?" | Dated market notes signed by an analyst |
| Occupier | "Should we renew our lease or move? Advisers in Canary Wharf" | Content on lease renegotiations, with no personal advice |
| Landlord | "Who can let a refurbished office building in Shoreditch?" | Genuinely available listings, named agency team |
| Landlord | "Rent review advisers London industrial units" | Rent review expertise page, qualified members |
| Investor | "Commercial property advisers London for overseas investors" | International investor page, languages, public research |
| Investor | "Last-mile logistics yields London 2026" | Published, dated research |
None of these questions is satisfied by a name alone: AI assistants like ChatGPT summarise and compare. A firm whose research is public, signed and dated provides material. A firm that publishes nothing leaves room for those that do.
Why your firm is cited, or is not
The factors that weigh in are broadly known, with no guaranteed formula: consistency of your information (name, addresses, specialisms, partners) across your site, professional profiles and sector directories; third-party mentions in specialist property press, conferences and public rankings; factual pages for each service and each London submarket; structured data describing the firm and its teams; reviews where they exist; and the freshness of market research. A 2023 rent note still online without a date may be repeated as current.
Sector constraints matter too. Only real and public transactions can be cited, with the parties' agreement. Content aimed at investors may fall under the FCA financial promotion regime depending on its nature, and RICS professional rules apply to firms regulated by it. On data, UK GDPR, the Data Protection Act 2018, the ICO and the PECR rules on cookies and marketing email govern your forms and newsletters. The Equality Act 2010 is a good reason to aim for WCAG 2.2 AA accessibility. These pointers stay general. This is not legal advice.
What this work involves and what it costs
Broadly: a baseline of current AI answers, a clean-up of the firm's public information, updates to key pages and research, support for press relations, then monitoring. The market is new, so the ranges are 2026 ballpark figures drawn from typical agency quotes and public rate pages in London.
| Workstream | 2026 market range | What drives the price |
|---|---|---|
| Initial diagnostic | GBP 1,500 to 4,500 | Number of questions, profiles and submarkets tested |
| Service and submarket pages overhaul | GBP 2,500 to 10,000 | Number of pages, partner review |
| Formatting existing market research | GBP 1,500 to 6,000 | How often notes are published |
| Monthly monitoring | GBP 900 to 3,500 per month | Size of the record, languages |
| Specialist press relations | GBP 2,000 to 6,000 per month | Agency, volume of commentary |
| Profile and directory consistency | GBP 600 to 2,500 | Number of offices and profiles |
At Kolonell this work is on quote, after a diagnostic. For context, Kolonell built the website of Orven Properties, a real estate company based in Dubai: an example of a property project, cited with no performance figures.
Measuring: what a dated record should contain
A useful record repeats the same list of questions every month, by buyer profile, and archives the answers with their date. It tracks three things: the share of answers citing the firm, the accuracy of what is said (submarkets, teams, services) and the competitors mentioned in your place. Without fixed questions, a rise or a fall means nothing.
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Mini case study
Illustrative example: Aldgate Place Advisory, a 14-adviser firm specialising in office tenant representation in the City and Shoreditch. Across 24 questions tested, the firm is cited in 2 answers, roughly 8%. One answer still credits it with an investment practice it closed two years ago.
The firm commits GBP 3,500 to a diagnostic, GBP 6,000 to a page overhaul and GBP 1,500 per month of monitoring over 12 months: 3,500 + 6,000 + 18,000 = GBP 27,500. A single 30,000 sq ft search instruction, with tenant representation fees often running into tens of thousands of pounds, can cover the spend. This calculation sets a decision threshold and predicts no outcome.
FAQ
How much does an AI visibility diagnostic cost for a London property adviser?
On the market, expect roughly GBP 1,500 to 4,500 in 2026, depending on the number of questions and profiles tested. At Kolonell the diagnostic is on quote.
Can we cite our transactions on our pages?
Only those that are real, public and approved by the parties. Others can be described by type, for example 3 or 4 categories of instruction, with no names or rents.
Does our market research really help?
Yes, when it is public, signed and dated. A quarterly note of 2 to 4 pages per submarket gives AI assistants and clients alike a verifiable basis.
How long before we see a change?
The first shifts often show on the record within 2 to 6 months, but this varies widely. No honest provider guarantees a recommendation.
Should overseas investors be treated separately?
Yes, their questions focus on yields, tax and submarkets. A dedicated page, reviewed against financial promotion rules, answers 4 or 5 recurring questions.
Find out how AI assistants describe your firm. A dated record of how AI assistants like ChatGPT answer the questions of your London occupiers, landlords and investors. 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.
