$700 in my opinion is a fair/easy sale for that guitar (stock,) although people will ask up to $1000 nowadays and some go closer to that price. Mods won't add value; as stated the upgrades don't increase value (example: I'd love the Duncan's vs. stock pickups, but would immediately pull/sell the Mastery stuff as it's not to my taste.) Most people prefer a guitar that hasn't been messed with (or doesn't look like it.)
Good luck, you mentioning it tempts me.