The verdict in three sentences
Occupiers, landlords and investors looking for a commercial real estate advisory in New York increasingly start their shortlist by asking AI assistants like ChatGPT, before reaching out to their network. These assistants cite firms whose specialty, submarkets, research and team are described clearly and consistently on the site and elsewhere, and leave the rest out. The work is steered with a dated record of the answers, costs between 3,000 and 10,000 USD per month on the 2026 market, and Kolonell prices it on quote.
What clients ask AI assistants, submarket by submarket
A head of corporate real estate does not ask for "a real estate agent". They ask for a specialist in an asset type, a submarket and a transaction. Realistic examples in 2026:
| Question put to the assistant | Buyer profile | What the assistant must find about you |
|---|---|---|
| Which tenant rep firms in Manhattan handle office lease renewals around 40,000 square feet? | Corporate real estate director | Tenant representation page, size of deals handled |
| Who advises on converting a Midtown office building to residential? | Landlord or investor | Published analysis on conversion, dedicated team |
| Commercial real estate advisors for life science space in New York | Biotech company | Life sciences sector page, submarkets covered |
| Should we sublease part of our Hudson Yards office in 2026? | CFO | Factual content on subleasing, named author |
| Industrial and last-mile warehouse brokers in Brooklyn and Queens | Logistics operator | Logistics page with precise areas |
| Which firms publish quarterly Manhattan office market reports? | Investor, journalist | Dated market reports, accessible and cited |
| Independent CRE advisor versus a large brokerage for a headquarters move | Executive committee | Clear page on your model and how conflicts are managed |
The common thread: every question calls for a specific page, with an author, a date and public facts. Transactions are mentioned only if public or authorized by the client, and listings must match properties that are actually available.
Why some firms keep showing up in answers
Diagnostics surface the same gaps between cited and absent firms:
- a consistent identity: name, address, specialties, brokers, identical on the site, local listings, professional directories and public profiles;
- third-party mentions: real estate press, conference talks, analyst quotes;
- published, dated research that assistants can pick up and attribute;
- factual pages per service, asset type and submarket, rather than a generic Services page;
- structured data describing the organization, people and services;
- freshness: a 2024 market report left on the homepage sends the wrong signal.
Real estate brokerage requires a state license in the United States, and in New York licensing and advertising rules fall under the Department of State: firm names, titles and disclosures must comply. The site also remains exposed to ADA Title III accessibility suits (target WCAG 2.1 or 2.2 AA), and email campaigns fall under the CAN-SPAM Act. This is not legal advice: have your content cleared by your compliance lead.
What the work covers, its cost and how it is measured
In broad terms: a diagnostic of what assistants say today, bringing public information about the firm into line, clarifying service and research pages, supporting third-party mentions, then tracking. The market is young; the ranges come from typical agency quotes and public rate pages, as a 2026 ballpark.
| Item | 2026 market range | Comment |
|---|---|---|
| One-off diagnostic | 2,500 to 8,000 USD | Number of questions, asset types and submarkets |
| Monthly retainer, generalist agency | 3,000 to 6,000 USD | Often bundled with SEO |
| Monthly retainer, B2B specialist | 6,000 to 10,000 USD | Sometimes includes research content |
| Commercial real estate PR | 5,000 to 15,000 USD per month | External market assumption |
| Layout of a quarterly market report | 1,500 to 3,000 USD per report | External market assumption |
| Kolonell | On quote | Depends on scope |
Measurement relies on a fixed list of questions, asked on a regular date:
| Indicator | Example reading |
|---|---|
| Share of answers citing the firm | 4 answers out of 25 questions, i.e. 16% |
| Accuracy | Specialties, submarkets, team described correctly or not |
| Position in the answer | Cited first, among others, or as a footnote |
| Competitors cited instead of you | List of names recurring on your key questions |
| Inbound requests mentioning an AI assistant | "How did you hear about us" field |
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No one can promise that an assistant will recommend your firm; a serious provider promises a faithful record and a correction plan.
Mini case study
Illustrative example: Hudson Meridian Advisors, 25 tenant representation brokers in Manhattan. Across 25 questions, the firm appears in 2 answers (8%), and one describes it as a retail specialist, which it no longer is. Budget considered: a diagnostic at 5,000 USD, then 6 months of work at 4,000 USD, i.e. 24,000 USD. Add two market reports laid out at 2,000 USD each, an external market assumption, i.e. 4,000 USD. Total: 33,000 USD. If a single mid-size representation mandate brings in, as a hypothesis, 200,000 USD in fees, it covers the spend about 6 times (200,000 ÷ 33,000). The decision is mostly about fixing the positioning error, which is already costing shortlists.
FAQ
Do corporate real estate heads really use AI assistants to shortlist advisors?
Increasingly for the first list, especially on precise topics like subleasing or office conversion. A record across 20 to 25 questions quickly shows where you stand.
How much does this work cost in New York?
As a 2026 ballpark: 2,500 to 8,000 USD for a diagnostic, 3,000 to 10,000 USD per month for ongoing work. Kolonell works on quote depending on the asset types and submarkets covered.
Can we mention our recent transactions?
Only those that are public or that the client has authorized in writing. Listings must cover properties that are actually available, otherwise they damage credibility.
How long before we see a change?
Corrections of wrong information can show within 2 to 4 months; regular presence in answers often takes 6 to 12 months. The dated record lets you track change without relying on impressions.
Should we publish market research?
Nothing requires it, but a dated, sourced quarterly report is one of the content types assistants pick up most. Budget 1,500 to 3,000 USD per report for external layout, as a market assumption.
Find out how AI assistants describe your firm. We record what AI assistants like ChatGPT say today about your firm, your asset types and your submarkets from Manhattan to Brooklyn. 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.
