What HubSpot Custom Properties Are and How to Use Them Well

HubSpot custom properties are fields you add to your HubSpot CRM when the default ones don’t quite cover what you need.

It’s like adding extra columns to your database so you can record the details that matter to you. These properties can sit on contacts, companies, deals, or even on custom objects, which work more like whole new record types you create from scratch.

What makes them useful is how they let you track the specific things your business runs on.

You might want a “Preferred Delivery Day” for each customer or a “Partner Tier” for your reseller accounts, and once you set these up, they behave just like the built-in fields. You’ll see them in filters, reports, forms, and automation, ready to work alongside everything else in your CRM.

And that’s just a glimpse of how custom properties can live right alongside HubSpot’s built-in fields and still carry the exact details you need. 

Next, let’s walk through how they compare to custom objects, the different types you can create, and the steps to set them up so they keep working for you.

Without further ado, let’s get to it!

What Are HubSpot Custom Properties?

HubSpot custom properties are fields you create to store information that is not available in HubSpot’s default set of fields.

You can attach them to standard objects such as Contacts, Companies, Deals, and Tickets, or to custom objects. For example, you might add a “Contract Start Date” to a Company record or a “Lead Source Detail” to a Contact.

Custom properties are different from custom objects.

A custom property adds a single data field to an existing record type.

A custom object is a new record type that you create when the built-in HubSpot objects do not fit your data structure.

Custom objects behave like standard objects. They can have their own set of properties, their own associations, and their own records in the CRM.

For example, a business might create a custom object called “Subscriptions” with properties such as “Subscription Start Date” and “Plan Type.”

The difference is that custom properties extend the data stored in an existing record, while custom objects create a separate category of record that can have its own properties.

Why Custom Properties Are Important?

Custom properties let you shape HubSpot so it holds the exact data your business runs on. Without them, you are limited to the default fields, which may not cover the details you need for reporting, segmentation, or automation.

Here are some of the main benefits.

• Capture data that matters to your business: You can track details unique to your customers, products, or services, such as “Service Level” or “Account Manager,” so the CRM reflects your actual business model.
• Improve segmentation and targeting: With fields that store the right attributes, you can create precise contact lists, tailor marketing campaigns, and send the right message to the right audience.
• Enable more accurate reporting: When you collect specific data points, you can build reports that answer real questions about performance, sales, and customer behaviour.
• Support automation: Custom properties can be used as triggers or conditions in workflows, allowing you to automate actions based on data that is specific to your setup.
• Maintain consistent records across teams: When everyone works with the same property fields, data entry becomes more uniform, which reduces confusion and keeps records reliable.

When you bring these benefits together, you get a CRM that is easier to work with and more capable of supporting the way your business actually operates.

Types of Custom Properties You Can Create in HubSpot

When you create a custom property in HubSpot, you choose a field type that defines the kind of data it can store and how it behaves in records, forms, and reports. Here are the main types you can set up.

• Single-line text: For brief text data, such as “Preferred Contact Method.”
• Multi-line text: For longer text entries, such as “Customer Notes.”
• Dropdown select: Allows selection from a defined list of options, for example “Product Interest” with options like “Basic,” “Pro,” or “Enterprise.”
• Radio select: Similar to a dropdown but displays all choices at once, for example “Subscription Type.”
• Multiple checkboxes: Lets you select more than one option from a predefined list, such as “Services Used.”
• Number:Stores numerical values, such as “Number of Employees.”
• Date picker: For recording dates, such as “Contract Renewal Date.”
• Calculation: Automatically calculates a value based on other properties.
• Boolean (single checkbox): True/false values, such as “Newsletter Subscriber.”
• File: Uploads and attaches a file to a record.
• Currency: Stores monetary values.
• HubSpot user: Assigns a HubSpot user to the property, such as “Account Owner.”
• Formatted/unformatted text: Allows for specific text formatting or plain text storage.
• Score: Used for lead scoring or ranking purposes.

Once you know these types, it becomes easier to picture how your data should live in HubSpot—whether that’s a simple yes/no checkbox, a predefined list, or a calculated figure that updates on its own.

How to Create a HubSpot Custom Property?

Setting up a custom property in HubSpot follows a clear sequence, and each step leads naturally into the next. Here’s how you go from logging in to having your new field ready to use.

• Step 1 – Log in to your HubSpot account: Start by signing in so you can access your CRM settings.
• Step 2 – Open your property settings: Click the settings icon in the top navigation bar. In the left sidebar, go to Properties, and this is where you can see all existing fields and create new ones.
• Step 3 – Choose the object type: Use the dropdown menu at the top of the Properties page to select the object this property will belong to. It could be a Contact, Company, Deal, Ticket, or a Custom Object.
• Step 4 – Create a new property: Click Create property to start the setup process.
• Step 5 – Name and describe it: Enter a unique Property Label so it’s easy to recognise later. You can also add an optional description to explain its purpose, which is helpful for other users.
• Step 6 – Assign it to a group: Select the Property Group that best fits, such as Contact Information or Deal Details, so the field is organised with similar properties.
• Step 7 – Pick the field type: Choose the appropriate Field Type for the data you want to collect. It could be text, dropdown, date, checkbox, or another type.
• Step 8 – Add options or defaults if needed: If the field type requires predefined options, like a dropdown or checkbox, enter those here. You can also set default values if you want a standard starting point.
• Step 9 – Decide on form visibility: Choose whether the property should be available for use in forms, which can be useful for collecting data directly from contacts.
• Step 10 – Save your new property: Click Create or Save to finish, and the property will be ready to use in your records.

Once you’ve done this a few times, the process becomes second nature, and you’ll start thinking in terms of “What other fields would make our data even more useful?”

Best Practices for Using Custom Properties in HubSpot

Once you start building custom properties, it’s easy to keep adding new ones whenever a new data need comes up. But without a plan, you can end up with clutter that makes the CRM harder to use.

These practices help you keep your properties useful and manageable over time.

Keep property names clear and consistent

A property’s name is what everyone sees when they’re filling it in or filtering by it, so it should be obvious what it’s for.

That means avoiding vague labels like “Type” or “Status” and instead using something like “Customer Type” or “Project Status.” If you always follow the same naming pattern, it becomes much easier for the whole team to find what they need without guessing.

Avoid creating duplicates

Sometimes you’ll find yourself thinking, “I’ll just make a new field for this,” but if a similar property already exists, you’ve now split the same data into two places.

That can cause issues in reporting and automation because you’ll have to remember which field holds the real value. It’s worth searching your existing properties before adding a new one, just to be sure it’s not already there.

Regularly audit and clean unused properties

Over time, you’ll probably create properties that seemed useful at the start but are no longer relevant.

These unused fields take up space and can confuse users. 

Setting a regular schedule—maybe once or twice a year—to review and remove properties you don’t need keeps the system clean and easier to navigate.

Combine with other HubSpot tools for maximum value

A property becomes much more powerful when you connect it to the rest of HubSpot.

You can use it in list filters, trigger workflows, personalise emails, and build reports that show exactly what you want to measure. Thinking about how a property will be used before you create it often leads to better, more integrated results.

When you follow these habits, your custom properties stay relevant and your CRM stays organised, which means your team can trust the data they’re working with.

Conclusion

That brings us to the end of our look at HubSpot custom properties. They might just be extra fields you create, but with the right planning and consistent use, they can become a core part of making your CRM match the way your business works. Start small, keep them relevant, and review them regularly so your data stays reliable.

And if you reach a point where you’re not sure how to structure things or which approach will hold up as your database grows, that’s exactly where Nexalab can help.

Nexalab is a HubSpot Solutions Partner in Australia, and we work alongside businesses to get the most out of their HubSpot setup—whether that means a quick consultation to solve a problem or a more hands-on role in shaping the whole system.

To learn more about how Nexalab can help you set up and manage custom properties that fit your business, visit our HubSpot Solutions and HubSpot Integration pages.

FAQ