While I was shopping for my 2021 XSE Hybrid (w/ Weather pkg), I realized that prices vary quite significantly based on the region.
Here is what I did (I live in Nashville area).
I checked KBB and TrueCar to get an estimate in my area. OTD price was around $38K for what I wanted (2021 XSE Hybrid w/ Weather pkg in Magnetic Gray Metallic).
I contacted (via TrueCar) all Toyota dealerships within 2 hour drive. I told them exactly what I wanted and asked for an OTD in written format. Some ignored me, some tried to coax me to come for a test drive. A few gave me written offers. One was around $38.5K, another one was around $36.7K (but the car color was Silver Sky). I took this written offer to my local dealership and they gave me an offer of $36.5K OTD, which I took.