As a contact relationship management (CRM) platform, HubSpot provides businesses with a powerful and attractive tool to store, organize, and analyze all sorts of data. Whether you need to learn more about a specific individual or track potential client interactions, HubSpot properties are your go-to fields for storing key information about your contacts, companies, and deals.
In this guide, we’ll break down the most essential HubSpot property types and how to use them effectively.
What Are HubSpot Properties?
HubSpot properties are fields that store information on records in your CRM. Every piece of data you track—a contact's email address, a company's industry, a deal's close date—lives in a property.
Think of them like columns in a spreadsheet: each column holds one type of information, and together they build a complete picture of your contacts, companies, and deals.
HubSpot comes with a set of default properties out of the box. You can also create custom properties to capture data that's specific to your business.
There are several property types in HubSpot, but the three that matter most for day-to-day CRM use are Contact Properties, Company Properties, and Deal Properties.
HubSpot Contact Properties
What are Contact Properties in HubSpot?
Contact properties store information about individual people in your CRM—the humans behind your leads, customers, and subscribers.
Common examples include:
- First name, last name, and email address
- Job title and company name
- Lifecycle stage (lead, MQL, customer, etc.)
- Email engagement data (opens, clicks, form submissions)
- Website activity (pages visited, content downloaded)
Why Contact Properties Matter
The data in your contact properties is what makes segmentation possible. Without clean, complete contact properties, you're sending the same message to everyone and hoping it lands (which trust me, it won't always).
With them, you can build targeted lists, trigger automated workflows, and personalize outreach based on where someone is in their journey, not just who they are on paper. For example: a contact who has downloaded three resources but never booked a call tells a different story than a new subscriber. Contact properties let you see that difference and act on it.
HubSpot Company Properties
What are Company Properties in HubSpot?
Company properties store information about the businesses in your CRM, more specifically, the organizations your contacts belong to.
Common examples include:
- Company name and website
- Industry and company size (number of employees)
- Annual revenue
- Location (city, state, country)
- LinkedIn URL
Why Company Properties Matter
Company properties help you understand patterns across your pipeline, not just individual relationships, but the types of organizations you work with best.
When your company data is clean and consistent, you can spot trends. Maybe businesses in a specific industry convert faster. Maybe companies over a certain size need a different onboarding approach. Company properties give you the data to see those patterns clearly, so you can make smarter decisions about where to focus.
HubSpot Deal Properties
What are Deal Properties in HubSpot?
Deal properties store information about opportunities in your sales pipeline, more plainly, the potential business relationships moving toward a close.
Common examples include:
- Deal name and deal owner
- Deal amount
- Pipeline and deal stage (e.g., discovery, proposal, negotiation, closed-won)
- Expected close date
- Deal source
Why Deal Properties matter
Deal properties are what keep your pipeline honest. Without them, "how are things going?" is a gut feeling. With them, it's a data point.
Clean deal properties let your team follow up on time, forecast accurately, and understand which stages are creating friction. They also make it easier to customize your pipeline around how your sales process actually works, not a generic template.
Custom HubSpot Properties: When Default Isn't Enough
HubSpot's default properties cover the basics. But most businesses have data that doesn't fit neatly into a standard field. That's where custom properties come in.
What are Custom HubSpot Properties?
Custom properties are fields you create to capture information unique to your business. A real estate firm might track square footage or listing price. A SaaS company might track subscription tier or renewal date. A services business might track engagement type or retainer status.
Custom properties let you build a CRM that reflects how your business actually works, not just how HubSpot assumes it does.
A few things to keep in mind:
- Custom properties live in the same place as default ones (under Settings > Properties)
- They can be applied to contacts, companies, deals, or tickets
- They can be used in lists, workflows, reports, and filters just like any default property
Quick Reference: HubSpot Property Types
| Property Type | What It Tracks | Common Use Cases |
|---|---|---|
| Contact | Individual people | Segmentation, personalization, lifecycle tracking |
| Company | Organizations | Firmographic analysis, account-based strategy |
| Deal | Sales opportunities | Pipeline management, forecasting, close tracking |
| Custom | Business-specific data | Any data point unique to your process or industry |
Frequently Asked Questions about HubSpot Properties
What is the difference between a Contact Property and a Company Property in HubSpot?
Contact properties track information about individual people: names, email addresses, job titles, and engagement history. Company properties track information about organizations: industry, size, revenue, and location. In HubSpot, contacts can be associated with companies, so both sets of data work together to give you a complete picture.
Can you create custom properties in HubSpot?
Yes. HubSpot allows you to create custom properties for contacts, companies, deals, and tickets. Custom properties let you capture data points that are specific to your business and use them in segmentation, workflows, and reporting.
What HubSpot property types are available?
HubSpot supports several property field types, including single-line text, multi-line text, dropdown select, checkboxes, date picker, number, and more. The field type you choose determines how data is entered and how it can be used in filters and reports.
How do I know which HubSpot properties to use?
Start with the goal. What decisions do you want to make with this data? Who do you need to segment? What does your sales team need to see at a glance? Your property setup should serve your strategy, not the other way around.
What happens if my HubSpot properties are a mess?
Duplicate properties, inconsistent data entry, and unused fields make segmentation unreliable and reporting inaccurate. A property audit is usually the first step in cleaning things up. It helps you understand what you have, what's actually being used, and what's creating noise.
Is Your HubSpot Property Setup Working for You?
Properties are the foundation of everything in HubSpot—your segmentation, your automation, your reporting. When they're set up well, your CRM becomes a system that gives you clear answers. When they're not, it's just a database full of data you can't quite trust.
If you're not sure whether your current setup is working or you know it isn't but aren't sure where to start, that's exactly the kind of thing I help with. Book your free consultation today.
