Solution Highlight: Custom Objects to manage property portfolios linked to deals and companies
🔍 The Business Challenge
Imagine trying to manage over 1,000 commercial properties—each with its own leasing terms, ownership structure, renovation history, and market data—using spreadsheets and basic CRM records. That was the reality for our client, a growing real estate advisory firm servicing mid-market investors and developers across the Pacific Northwest.
Before HubSpot, their sales team struggled with:
- Disconnected Data: Deal records lacked property-specific context, making it hard to personalize proposals.
- Manual Reporting: Rolling up property info by owner (company) took hours each week.
- Inefficient Handoffs: Once a deal closed, operations had to hunt for relevant property data to execute next steps.
They needed a solution that could link properties to both companies and deals, with structured fields and automation—all within the same CRM ecosystem their reps were already using.
💡 The Solution: HubSpot Custom Objects for Property Management
With the help of a HubSpot Solutions Partner, the customer implemented a Custom Object called “Property” to track:
- Address & Square Footage
- Lease Status
- Owner (Company)
- Property Manager
- Renovation Timeline
- Deal Association (for buy/sell or lease transactions)
These custom object records were relationally tied to both the Company and Deal records in Sales Hub. Reps could now see the full picture in one place—company profile, open deals, and the exact properties those deals pertained to.
⚙️ Automation + Integration
Custom workflows were also created to:
- Automatically create a Property record from a form submission
- Trigger tasks when a lease is about to expire
- Generate personalized proposals with property data using HubSpot Quotes + Tokens
Additionally, using the HubSpot API, their internal property valuation tool was synced to auto-update HubSpot records with the latest market valuation data—eliminating manual entry.
🎯 The Results
Within 90 days, MetroProp experienced dramatic improvements:
| KPI | Before HubSpot | After Custom Objects |
|---|---|---|
| Proposal Turnaround Time | 3-5 business days | Under 24 hours |
| Sales Rep Productivity | Low (data silos) | +25% time spent selling |
| Operations Handoff Issues | Weekly | Near-zero |
| Reporting Time | 6+ hours/month | Automated dashboards |
The most important result? Reps loved it. Custom Objects made it easy to give clients detailed, informed advice—without digging through disconnected tools.
✅ Business Benefits
- Data-Driven Selling: Reps now use property-specific insights during sales calls, increasing trust and closing speed.
- Scalable System: As new properties come in, they’re automatically linked and organized—no manual chaos.
- Cross-Team Collaboration: Marketing uses Property data to trigger more personalized nurture campaigns.
- Future-Proofing: The flexible architecture allows the customer to expand to other use cases (e.g., property inspections, vendor tracking).
💬 What the Team Says
“We were juggling too many tools to track our properties, deals, and clients. With Custom Objects, everything is in HubSpot—structured, searchable, and scalable.”
— VP of Sales,
🚀 Final Thoughts
This use-case is a perfect example of how HubSpot Custom Objects aren’t just for enterprise tech companies—they empower mid-market businesses to treat their CRM like a real operational platform, not just a contact database.
If you’re in a niche industry or have complex data relationships that don’t fit the standard Contact > Company > Deal model, Custom Objects might be your secret weapon.
Need help implementing them? Cypress Learning can help.
Contact: ken@cypresslearning.com