Fit, fit, fit.
Diameter of bullet. What is his diameter pre- and post-seating? Is he swaging the bullet diameter down?
Next, get a softer alloy (8-12 BHN). Unless he casts himself, he probably has an 18-22 BHN bullet.
A clue to what is causing the leading is where the leading first begins to appear.
If it appears near the chamber, chances are that bullet diameter or hardness are the cause. A diameter too small or an alloy too hard will allow high pressure gas to leak past the bullet, which erodes the bullet and leaves leading near the chamber.
If the leading first appears on the leading edge of the rifling (if you imagine the bullet being pushed through the barrel, you will note that one edge of the rifling does most of the work of imparting a spin to the bullet. This is the edge you see when you look through the barrel from the breech end), the bullet might be too soft or the velocity too high.
If the leading appears in the second (front) half of the barrel, the bullet is running out of lube.