Best way to increase non branded traffic?

So I recently shifted industries from travel industry to a niche property management industry. About 11m clicks per month at my old job vs 2500-3000 per month at my current. They haven’t updated their website content in years and I’ve been there a month to fix the technical aspects and site structure and create low funnel content and such. Some small gains, some small losses, everything’s kinda overwhelming especially given the endless core updates this year. The problem I’m facing at the moment is about 60-70% of the traffic is branded traffic, either the company name or looking for the log in page, so clicks are primarily subject to how many people are looking for our brand. I’m going to be working on upper funnel pages soon, but generally just at a loss how to get more clicks when most keywords in the niche don’t even reach a volume of 1000 on semrush. I’ve been targeting some really low volume keywords on the blogs and enriching the content as needed but it’s been a lot of work for what feels like tiny gains.