Is it better to get customers that will pay you more per project, but do less projects, or customers that pay less but do more projects (bulk)?

Our service caters to home building, and the age old question appears- do you go after customers that build less homes, but potentially pay you more per home, or go after homebuilders that may pay less per home, but build much more homes (bulk)? Also, this is a new service that will help to sell homes, but also has a bit of early adopter/glamour angle to it, so is it better to land celebrity early adopters that can spread the word, but this may be at a loss in the beginning, or concentrate on doing as many projects as possible to generate cash flow? Next stage is angel investors and VC to scale, as it is a product as a service, so requires some human on-site presence per project.