HubSpot’s CRM comes pre-loaded with a plethora of default contact, company, deal and ticket properties. These include basic properties like first name, last name, industry, country, company name and email address. Some of the default fields are even editable, but not all.

Useful? Absolutely. Sufficient? Not always.

Imagine HubSpot’s default properties as a starter pack—they’re functional, but they likely won’t get you all the data you want to collect. This is where custom properties come in, allowing you to tailor HubSpot to your specific requirements and gain deeper insights. Here are some indicators that you might need to create custom properties:

  • Your business tracks specific information that isn't covered by default properties, such as customer preferences or specific product usage details.
  • You require detailed segmentation and reporting beyond what default properties offer.
  • You need to create highly targeted lists for marketing campaigns, sales outreach or customer service.
  • You're integrating HubSpot with other tools and need to map specific data fields that aren't available by default.

But before we start clicking away, let's strategize. To help you nail this process, download our worksheet to create your custom properties. This living document will guide you through the property creation process and serve as a reference for future training, compliance and audits.

Custom Properties Worksheet

The Blueprint for Custom Properties

Before you create any custom properties, consider the bigger picture. What information do you need to capture about your prospects and customers? How will this data integrate with your existing assets and processes? And most importantly, how will this affect your sales, marketing and service teams?

Start by asking yourself about a few key details:

  • Integrations: Is HubSpot syncing data with other tools like Salesforce or Dynamics? Remember, creating a custom property in HubSpot doesn’t automatically create it in these tools.
  • Existing Database: What data are you already collecting? Gather all your current data and review the types of information you're logging. This will help replicate it in HubSpot.
  • Forms: What questions are you asking in your forms? Each question likely needs a corresponding custom property in HubSpot.
  • Reports: What kind of information do you report on? Ensure you have properties to gather and organize this data.
  • Team Inputs: What info do your sales, service or account management teams frequently log? Creating properties for this data streamlines processes and enhances reporting.
  • Wishlist: Ever wanted to categorize your database by favorite HubSpot product? Now’s your chance!

Now that you know what data to collect, it’s time to decide on the property types. There's pros and cons to using each of these options, so depending on what intel you're gathering, carefully consider what may happen if you choose a certain field type. Here’s a quick rundown of the options:

  • Single-line Text: Ideal for names or job titles. Beware of inconsistent entries like “HR” vs. “Human Resources.”
  • Multiline Text: Good for comments but can't be used for segmentation or reporting.
  • Single Checkbox: Simple yes/no properties, perfect for binary data.
  • Multiple Checkbox: Great for multi-select options like services or products used.
  • Number: Use for numerical data. Keep in mind that criteria can include only whole numbers.
  • Dropdown Select: Presents multiple options but allows only one selection.
  • Score: For lead scoring, calculating scores based on custom attributes.

Field type

Let’s Build Some Properties

You talked with your client-facing teams, understand data syncs and completed your worksheet. Now, it’s time to create some custom properties. Here’s a quick demo to get you started:

  1. Navigate to Property Settings: In HubSpot, go to the settings and select 'Properties' under the 'Data Management' section.
  2. Create a New Property: Click on 'Create Property' and choose the appropriate object (contact, company, deal, or ticket).
  3. Define the Property Type: Select the type of property (e.g., single-line text, dropdown select, multiple checkboxes) based on the data you want to collect.
  4. Fill in the Details: Provide a clear name and description for the property, and configure any additional options.
  5. Save and Implement: Once created, integrate these properties into your forms, workflows, and reports.

Custom properties builder

You can now gather data for this property in forms, or start importing over data from other sources like spreadsheets. Just remember: if you are importing data from another source, be sure the fields are mapped properly!


With your custom properties in place, the sky's the limit. You can create active lists, filter through your contacts and generate reports that provide insights into your marketing efforts. Imagine knowing exactly how your latest campaign performed among contacts who love dogs versus cats. (Hint: Dog lovers are always a good bet.)

Putting the work in now also will save you a lot of time later. You’ll be able to reduce the manual workload (and fewer errors caused by human data-entry), establish a clear, editable process for future reference, inform long-term growth and collect all of the specific data you’re looking for. 

If you need help strategizing and creating your custom properties, check out our HubSpot Helper Video or reach out to us today!