Not an expert, but a passionate amateur.
A search on Google with the keyword: "firefighter's association" gives about
176,000 results from
Florida State Firefighter's Home Page
Be a Firefighter
on page 86.
It's a very rich field to advertise to, and there
are firefighter cadet schools where it would be
nice to advertise to future home owners, etc. etc.
You just pick up the general tone of the
medium you test and tell what you offer.
You can even put ads as question like "What does
a firefighter looks for in a mortgage ?
And you have testing to do for the rest of your
lifetime... Which is something many would be
take anything you want