The homeowner fills out a battery interest form on a comparison site or energy comparison portal. That same enquiry gets sold to three, four, sometimes six battery installers at once. By the time you call, they've already spoken to two competitors. The lead might not even have an existing solar system - just a vague curiosity about batteries with no bill data, no switchboard context, and no confirmed ownership. You're preparing a site visit for a Powerwall or BYD system with no idea whether they're a renter or whether their existing inverter is even compatible.
That's not lead generation. That's a price race where the installer with the lowest margin wins.