From your ticker it looks like you'll be there the 4th week of February. That's a big school vacation week in the Northeast (we're off that week). If you're just trying to book now there my be limited availability which is driving the price up.
I would try Priceline. I got a car last year for April vacation using Priceline. While it was more than what I paid in the past, it was definitely better than what I was being quoted directly from the car rental agencies.