The quality of "awareness"

When I was a sales rep, I believed that finding one customer in one potential buyer is better than finding one customer in 100 potential buyers, because it is efficient. Spreading the entrance of funnel also leads waste of time if all the customers would not be buyers. So marketers should pay attention not only the quantity of “awareness” but also quality, I think.

In my company’s case, house builder, we make a contract with our customers about introducing potential customers who are friends or relatives of the customers. Usually, in Japan, customers who build new houses hold parties at their new houses to show them to friends. The friends of customers are possibly in similar age with the customers, so they are in very good timing to build a house. In that party, if the customer says,”May I introduce a good house builder?” the power of the words is significant. Then the friend becomes a very high potential customer. When we are introduced a potential customer in this way, we are willing to pay some fee to the original customer (maybe the price of fee is beyond your imagination).

With this contract, we invite high potential buyer to the entrance of funnel. Therefore, I regarded the quality of “awareness” as more important.
But it may be one of a uniqueness of our industry because sales rep is regarded as excellent only if he/she gains one contract per month.