The homeowner fills out a solar + battery interest form on a comparison site or energy comparison portal. That same enquiry gets sold to three, four, sometimes six installers at once. By the time you call, they've already spoken to two competitors. The lead arrives as a vague curiosity - no bill data, no system context, no confirmed ownership, and no idea whether they want a battery on existing solar or a full solar + battery system. You're preparing a site visit with no idea whether they're a renter or what they actually want.
That's not lead generation. That's a price race where the installer with the lowest margin wins.