I'd say go for the invoice price and try to work in their service coupon book that'll give your free regular maintenance every 5K miles up to 50K miles. 22K sounds like a more reasonable price. That's about what I paid for my 2003 Rav4 S awd two years ago. I love my vehicle and don't really have any complaints about it except maybe for lacking a little bit of passing power at highway speeds. You'll probably be better off since you have the 2.4L 2AZFE engine so you won't suffer at passing like I do.

Plus, I know about needing a bit more space for a family. I want the space inside, but don't really want a big vehicle seeing as how parking in some areas is so compact that parking hugh vehicles next to each other just leads to a hella lot of door dings.