HubSpot custom objects let you model data that the standard CRM does not include by default, such as rooms, vehicles, courses, subscriptions, or properties, as first-class records in the Smart CRM. Each custom object gets its own properties, associations, pipelines, and automation, so the data your business actually runs on lives inside HubSpot instead of a separate spreadsheet.
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What it does
First-class records for the data HubSpot does not ship with
A custom object behaves like contacts, companies, and deals, with its own structure and rules.
Custom properties
Define the fields each record needs, from room type to enrolment date.
Associations
Link records to contacts, companies, deals, tickets, and each other.
Workflows and automation
Trigger and enrol custom object records the same way you do deals.
Records and views
Each record gets a full page, plus saved list views and filtering.
Reporting
Build custom reports and dashboards on the new object and its links.
API and sync
Read and write records through the CRM API to keep external systems aligned.
When to use them
Reach for a custom object when standard objects stop fitting
Most teams start with contacts, companies, deals, and tickets, then hit a wall when a core part of the business has no place to live.
- A property hotel group in Bangkok tracks individual rooms and rates as records, each linked to the booking deal and the guest contact.
- A car dealership models each vehicle in stock, with status and price, associated to the buyer once a deal moves forward.
- A training provider stores each course intake as a record so enrolments, contacts, and reminders connect cleanly.
- The data repeats, has its own lifecycle, and needs to relate to people or revenue. If it only describes a contact, a custom property usually fits better.
How to set up
Create a custom object in a few steps
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Confirm your subscriptionCustom objects are available on higher Enterprise tiers. Check your plan before designing the model.
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Define the object and its propertiesName the object, set its primary display property, and add the fields each record needs.
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Map associationsDecide how records link to contacts, companies, deals, tickets, and to other custom objects.
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Import or sync your dataBring records in through import, the CRM API, or an integration that writes to the object.
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Wire up views, reports, and automationBuild saved views, dashboards, and workflows so the object earns its place in daily work.
Related
Build on the Smart CRM foundation
Custom objects extend the same data model that powers every hub in HubSpot.
FAQ
Common questions
What is a HubSpot custom object?
A custom object is a record type you define yourself to represent data HubSpot does not include by default, such as rooms, vehicles, or courses. It works alongside the standard contacts, companies, deals, and tickets, with its own properties, associations, and automation.
How is a custom object different from a custom property?
A custom property adds a field to an existing record, like adding a birthday to a contact. A custom object creates a whole new record type with its own page, fields, and relationships. Use a property when the data describes an existing record, and an object when the data has its own lifecycle and needs to relate to several records.
Which HubSpot plan includes custom objects?
Custom objects sit on higher Enterprise tiers across the hubs. Availability and limits depend on your subscription, so confirm your current plan and any object count limits before you start modelling.
Can custom objects connect to contacts and deals?
Yes. You define associations so a custom object record can link to contacts, companies, deals, tickets, and to other custom objects. This is what lets a room link to a booking deal and a guest contact in the same view.
Can I create or update custom object records through the API?
Yes. The CRM API supports reading and writing custom object records, which is how teams keep HubSpot in sync with a booking engine, inventory system, or learning platform without manual entry.