Custom Objects vs. Properties in HubSpot

Here's a question I get all the time as a HubSpot Admin Expert: "Should I use a property or create a custom object?"

The answer isn't always straightforward—but getting it right can transform how your team works.

Recently, I worked with a San Diego-based property restoration company that needed to track specific business information across their CRM. They had an unused custom object gathering digital dust, and their team was struggling with visibility into critical operational data.

The real question wasn't just "how do we organize this information?"—it was "how do we connect this information across contacts, companies, AND deals simultaneously?"

That's where understanding the fundamental difference between properties and objects becomes game-changing.

The Challenge: When Properties Hit Their Limit

The company needed to track important business activities that connected to multiple records across their CRM. Here's what they were facing:

• No clear visibility into their tracked information

• Disconnected data that couldn't show relationships between contacts, companies, and deals

• An unused custom object that had potential but wasn't configured for their needs

The critical issue? Properties live on a single record type. A contact property stays with contacts. A deal property stays with deals. But what happens when you need to connect one piece of information to a contact, their company, AND multiple deals?
You hit a wall.

Why Custom Objects Win for Complex Relationships

This is where custom objects shine—and why I chose to transform their unused object rather than create properties.

Custom objects support many-to-many relationships. This means:

✅ One custom object record can connect to multiple contacts
✅ The same record can link to multiple companies
✅ It can associate with multiple deals simultaneously
✅ You can track the full relationship web, not just isolated data points

Properties simply can't do this. A property can store a value, but it can't create independent relationships across your entire CRM ecosystem.

My Solution: Transforming the Unused Object

Here's what I did:

1. Audited and Renamed the Object started by understanding their business process and renamed the unused object to reflect its new purpose clearly.

2. Rebuilt the Property Structure created and configured custom properties within the object that captured exactly what the team needed to track—status, dates, types, notes, and more.

3. Migrated Existing Information Any scattered data that existed elsewhere was carefully migrated into the new object structure, ensuring nothing was lost.

4. Established Association Logic set up the many-to-many associations so each record could connect seamlessly to relevant contacts, companies, and deals—creating a complete view of relationships.

5. Enabled Team Visibility With everything in place, the team now had a centralized, clear view of their data with full relationship context.

The Outcome: From Confusion to Clarity

The transformation was immediate:

✅ Clear visibility into business-critical information
✅ Connected relationships between all relevant CRM records
✅ Updated, accurate data accessible to the entire team
✅ Scalable system that grows with their business needs

The client's reaction? "This feels like magic. We have visibility, clarity, and updated information all in one place—it's incredible."

The Decision Framework: Property or Custom Object?

So when should YOU use a property versus a custom object?

Use a Property When:

• The information belongs to ONE record type only

• You're tracking simple attributes (name, status, date, etc.)

• You don't need to create independent relationships

• The data is specific to that contact, company, or deal alone

Use a Custom Object When:

• You need many-to-many relationships across multiple record types

• The information represents its own "thing" (events, projects, assets, etc.)

• Multiple contacts, companies, or deals can relate to the same item

• You want to track a repeatable business process with its own lifecycle

• You need historical tracking independent of standard CRM objects

Key Takeaway: Structure Drives Success

The difference between a frustrating CRM experience and a powerful business tool often comes down to choosing the right data structure.

In this case, leveraging an unused custom object—rather than trying to force-fit properties—gave the restoration company exactly what they needed: a complete view of their business relationships with the flexibility to scale.

Ready to unlock the full potential of your HubSpot CRM? Whether you have unused objects gathering dust or you're struggling with disconnected data, the right structure can transform your operations.

Let's chat about how expert HubSpot administration can bring clarity to your systems.
Book a consultation today and let's build a CRM that actually works for your business.