Every form submission, in the person's own words, with where they came from. Label each one so tests are judged on good leads, not just more leads.
“Moving into a house in Airdrie next month and the inspection flagged a retaining wall.”
“Second quote for a retaining wall. The first one came in high and I want to compare.”
The AI labels every lead. “Needs review” means it was unsure, so a person decides; anyone can change any label. The AI reads the answers only, never names, emails or phone numbers.