I've bought and sold alot of cars. My friends and family rely on me to help them with buying and selling when this arises. I'm also 55. And have seen alot of cars come and go.
If you really want to sell. The only way to obtain valuable pricing data is to research other LJ's that have sold in the last year. Or that are for sale now. Hopefully with similar upgrades.
Ebay offers searches of sales that finalized. And for how much. And with the full description.
CL only lists vehicles that are for sale now. But
www.searchtempest.com can be a valuable tool for searching CL nationwide. Or at least in your region. You can search giant portions of the US using their search function. And that might give you a better sample group (larger) of Jeeps that are for sale now.
That said, asking price is just that. Asking price. You have to assume each one is going to be negotiated down. And there are of course those guys that think they can add up receipts and tack that onto the blue book value. But no one is going to pay that. But your Jeep has all the upgrades that an offroader would want. And that has to account for something. I would look at average prices and high end prices and find someplace in the middle that you feel comfortable with.
The problem is you're not ever going to recoup all that time and effort getting it to where you are today. I'm guessing maybe 50-60%? Maybe less on all the upgrades you've done? If you can afford it buy the new Jeep first. Make sure you like it better. Before you sell something you've worked so hard on.
But we also need more pics. Those are really nice shots of the Jeep you have. But you not only need to shoot the entire vehicle. You have to take pics of the good and the bad. For buyers to take it seriously. As stupid as it sounds. Because you've put so much money and work into the upgrades that really matter. People want to see the physical condition too.
The first shots appear to show some paint scratches on the sides. I'd shoot a closer up photo of those. And be honest in the description. Buyers will respect your opinion of the vehicles condition more if you post faults as well as pluses.
But also a full shot of your engine bay and your interior. Ya seats are cheap. But people want to be able to see that they aren't trashed or stained or worn. It's an indication of how well the Jeeps been taken care of. You might consider having it touched up and color corrected. Detailed and cleaned up. Start with overall shots of the exterior, interior and engine bay. Then highlight the upgrades, lack of rust, and then any faults.
One thing I have to be honest about. I don't like pics of dirty Jeeps. It's great for sharing in forums and with friends. But when buying a used Jeep. I don't want to think this guy has run this thing into the ground offroad. And dirty Jeep pics just scream "I love driving my Jeep into the dirt!" To me anyway.
This is the one place where you don't have to be completely honest. I'm not saying don't say you've ever taken it offroad. But if you can make it look as much like a garage or trailer queen the better. The tires and soft top look dry or slightly dusty. Maybe wipe them down with a light coat of some sort of restorative product. Don't cover it in armmoral. Or whatever brands are out there today. But it wouldn't be a bad idea to get it detailed before you take your pics.
In today's internet age it pays to have good pics taken. Maybe borrow a friends better camera. Or have someone actually take some pics for you. Not saying your pics are bad. These are just ways to ring out as much cash from your sale as possible.
Also remember who you are selling too. A guy in LA is going to pay a much higher price than say a guy in South Carolina or Iowa or someplace where the cost of everything is lower. I think that's why you're seeing recommendations of 15k to 25k. Different regions of the US command different prices. Even in used parts. Let that guide you when negotiating.
It's a really nice Jeep for the serious off roader. I'd consider a price of someplace between 19k and 22k. But it could be higher if you detailed it and took more pics.