The commercial property playbook

Yes. Assistants answer place by place and service by service, so each office needs a page with its address, team, areas covered and recent deals, and each service line needs its own page. Copies with only the town name changed do little. A page with local deals and commentary, written by the people who work there, gives an assistant a reason to name that team.

Competitors already learn your fees by pitching against you. The people who cannot are occupiers comparing advisers, who increasingly ask assistants to do it for them. Publishing how you charge puts you in that comparison on your own terms, and you still quote each instruction individually.

Often, for local and sector questions. Assistants look for the best-evidenced answer for a particular place and property type. A regional firm with a clear specialism, a readable deal record, current market reports and consistent listings can be named ahead of a national firm whose local page is thin.

Not in the answer itself. ChatGPT has shown labelled ads to UK users on its Free and Go plans since 11 August 2026, and OpenAI says ads do not change the answer. Being named in the answer is still earned through the evidence in this playbook: a clear patch, a deal record, market reports and listings that agree.