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.
“Got your name from a neighbour. Can someone come look at pot lights this week? Evenings work best.”
“Moving into a house in Altadore next month and the inspection flagged an EV charger install.”
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.