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.
“Insurance adjuster already approved the claim, just need a contractor for a mouse problem.”
“Got your name from a neighbour. Can someone come look at a home inspection for pests this week? Evenings work best.”
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.