It's possible that he has a different vision for his life. He might have seen a different future for himself, one where he doesn't have to be bound by the rules and isolation of the Night's Watch. He may want to be more involved in the politics and power struggles of the Seven Kingdoms, rather than being on the Wall.
He might go back to Winterfell and claim his rightful place as a Stark. This would change the whole power dynamic in the North and also his relationship with his siblings.
Common themes in Jon Snow Night's Watch fanfiction include leadership. Jon Snow is often depicted as a leader within the Night's Watch, facing challenges and making difficult decisions. Friendship is also important, his relationships with Samwell Tarly and other members are explored. And the theme of identity, as he is a Stark but also a member of the Night's Watch, and how he reconciles these two parts of himself in different fanfictions.
Jon Snow could potentially have allies like the Mormonts. They have always been loyal to the Starks. Maybe even some of the Dornish houses might side with him. They have their own reasons to oppose the current power structure in Westeros. And of course, his friends from the Night's Watch who left with him or believe in his cause could be his allies in this conquest. He might also gain the support of some of the maesters who see the value in his leadership for the future of Westeros.
It could be that in this particular fanfiction, the writer has a different vision for Lucy's character development. Perhaps they think she can grow more independently outside of Fairy Tail. There might also be some plot twists that prevent her from joining, like she has a prior obligation to another group or person that conflicts with joining Fairy Tail.
It could be a young and untainted Frey. Maybe a niece or a cousin of the more infamous Freys. One who has not been involved in the past atrocities committed by her family and has a more noble heart.
Daenerys Targaryen is often paired with Jon Snow in such fanfictions. Their combined power and the potential for a different kind of relationship makes it a popular choice among writers. Another character is Arya Stark. Their sibling bond can be explored in new ways when Jon is reincarnated, like Arya helping Jon with her assassin skills in a different plot line.
The North would surely support him. They have always seen him as one of their own and a great leader. Also, the wildlings might back him, considering he has a history of working with them and understanding their plight. Davos Seaworth would most likely be on his side as well, given his loyalty to Jon in the past.
Daenerys Targaryen is often paired with Jon Snow in these fanfictions. Their connection in the original series, along with their both being strong leaders, makes for an interesting dynamic. They could rule Westeros together in a new era of peace and prosperity after Jon's rebirth.
The wildlings might be his allies. After all, Jon Snow has had interactions with them before. They are fierce fighters and could fight alongside him against a common enemy.