Real-world use cases for HubSpot custom objects involve tracking complex, one-to-many data relationships that fall outside standard customer relationship management (CRM) categories. Examples include managing multi-tenant property leases, tracking physical hardware assets, administering tiered gym memberships, and logging recurring enterprise account management calls.
Why Standard Objects Are Sometimes Insufficient
The default data management structure in HubSpot includes Contacts, Companies, Deals, Tickets, and Products. For most business models, these standard objects cover the entire customer journey.
However, enterprise operations and niche industries often require flexible data solutions to extract value from their CRM. When a business needs to track a data point that associates with multiple contacts simultaneously (a one-to-many relationship), relying on standard custom properties creates database clutter. In these scenarios, creating a custom object provides a dedicated, scalable home for that specific data set.
By mapping out the correct data architecture upfront, organisations typically reach measurable time to value in an average of 32 days.*
[Results and timelines are based on historical programme data and defined scope. Your outcomes depend on data readiness, resourcing and agreed assumptions. See terms.]
4 Real-World Use Cases for Custom Objects
1. Property and Lease Management
For a client in the rental property management sector, Struto developed a flexible data storage system for multi-tenant occupancy rentals.
Standard objects were used to record tenants (Contacts), landlords (Contacts), and lease contracts (Deals). However, to connect tenants to specific apartments and landlords to entire buildings, we created two custom objects: Units and Properties. The Unit object records details like pet policies and associates dynamically with the current tenant. The Property object records physical addresses and total unit counts, associating with the landlord. This creates a seamless, scalable rental management solution.
2. Membership and Access Control
A popular fitness chain and a large theme park both required robust data reporting for membership access.
While visitor details are stored as standard Contacts and transactions as Deals, the actual memberships required separate tracking. We deployed custom objects to record specific Memberships (such as season passes or lifetime passes) and Events (including dates and attendance). Furthermore, the theme park's physical access control system feeds data directly into the Membership custom object in HubSpot, maintaining a precise record of when a pass is used.
3. B2C eCommerce Account Management
A leading UK online platform for buying and selling fine wine required a solution capable of handling complex consumer purchasing structures.
Because the majority of purchasers were consumers rather than businesses, using standard Company objects was not suitable. Instead, we created an Account custom object. This custom object acts as the buyer's overarching portfolio and can be associated with multiple Contacts, such as the primary buyer, a spouse, or an authorised personal assistant. This flexibility ensures that the eCommerce platform can track purchasing behaviour across multiple individuals tied to a single account.
4. Asset and Enterprise Device Tracking
A telecommunications company providing computer support to educational institutions needed to track physical hardware assets.
While the institution is recorded as a Company, the physical hardware required a bespoke solution. We created an Asset custom object to record the make, model, and serial number of routers and monitors. Even if the physical equipment is moved between different clients over its service life, the Asset object records its complete history by re-associating with the current customer.
The Value of a Tailored CRM Architecture
Your CRM should ease operational processes, clarify workstreams, and provide reliable record-keeping capabilities. By deploying custom objects strategically, businesses can ensure their HubSpot portal adapts perfectly as their operations deepen in complexity.
People Also Ask
What is a custom object in HubSpot?
A custom object is a user-defined database category in HubSpot CRM. It allows businesses to store, manage, and associate specific types of data, such as property listings, fleet vehicles, or software subscriptions, that do not fit into standard CRM categories.
How do you know if you need a custom object?
The primary indicator that you need a custom object is the presence of a one-to-many data relationship. If a single contact or company needs to be associated with multiple instances of a complex data set (like holding three different certifications), a custom object is required.
Can custom objects be associated with standard objects?
Yes. Custom objects look and act exactly like standard objects within the CRM. They can be associated with standard contacts, companies, deals, and tickets, and can be used to trigger automated marketing workflows and populate custom reports.
Does your current CRM restrict how you manage your operational data? Book an outcomes consultation to see how Struto architects bespoke custom object solutions in HubSpot.
