Friends probably (almost certainly) were lying.

It's generally a good idea, as a rule of thumb, to avoid mixing family/friendship with business(1) - professionals should already know/understand this and respect it. Friends may have copped out with "thought you were too busy" to avoid further offending broker who clearly doesn't understand professionalism and personal boundaries.

Absolutely consult with your friends/family but tread very carefully when considering hiring them. Never, ever, question why a friend doesn't hire you or take it personally - business is business, friendship is friendship.

(1) I have a friend who learned this the hard way when they hired a mutual friend's dad to cater an event. God, that was a disaster that almost ruined a good friendship.