I don't own an auto dealership, but I have many clients who either own dealerships or are management at dealerships. With that said, since you asked, my feedback would be:
In the end, a vehicle is worth nor more what a buyer is willing to pay to own it. NADA, KBB, etc., often has either outdated information, or when sales volumes are low, the information gets skewed.
If you contact an auto dealer and find out what 03-06's with low miles have sold for at recent Manheim auto auctions, you'll have a reasonably accurate wholesale value of prices actually paid. Private party sales are typically about $2k or maybe $3k more than that.
Aftermarket accessories on a Jeep that are in good condition are worth about 10%-20% of new when on the jeep and about 50% of new when taken off the jeep and sold separately. Labor typically adds no value.
For example, if you have mods that cost $5k new, not including labor, and they are in like-new condition; if you remove them and sell them separately, you can typically get about $2,500 for them, or if they are on the Jeep, they might add $500-$1000 of value.
I'd like to see you sell this for as high as possible. I have an 04 TJ Rocky Mountain Edition with less miles than yours that I am returning to stock to sell. If you can find a buyer for more than $18k-$19k with it completely stock, I'm thinking that I'll be able to get as much as $15k out of mine.
I haven't asked any of my auto dealer clients for the Manheim information on an 03-06 TJ with less than 35k miles, automatic, hardtop, etc., etc., but I probably will.
