With respect, but we have discussed all this already at length some time ago (see Communicating Reef value for money: some data)
Here’s what I remember:
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There is significant group of people who thinks that we should advertise the price with VAT, to give a realistic estimate of the price.
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There is a valid argument in favour of advertising the price without VAT, because you do want to have a price that is comparable to what can be found on immo sites. Without this the risk is too high that people don’t understand it’s with VAT and they will walk away right away.
The compromise we found is this:
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Online we advertise the price without VAT.
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At the presentation we add a slide with prices including VAT, without options or safety margin.
During the presentation I emphasize that the price calculation is more complicated than what we can explain in one slide or at the presentation (options, finishings, safety margin), and that the recommendation is to get together with their buddy first thing to fill in the price calculator.
As much as it sucks, I don’t think there are any good solutions to this, and I think the way we are doing it now is about as good as it gets.