Getting Started with Custom Objects

Custom Objects let you model anything your business tracks that doesn’t fit neatly into Contacts, Companies, or Opportunities. They’re ideal when your CRM needs to reflect real-world entities, relationships, or processes unique to your business.

Admins can define Custom Objects from Object Settings, then add custom fields, set up associations, and use them across tools like Workflows, Forms and Reporting.

Why Use Custom Objects?

Custom Objects help you move beyond a people-only CRM and build a data model that mirrors how your business actually works.

Using Custom Objects allows you to:

Keep your CRM organised at scale

Avoid cramming unrelated data into Contacts or Opportunities, which leads to cluttered records and poor usability.

Model real-world entities as first-class records

Treat things like properties, pets, projects, or policies as independent records with their own lifecycle, fields, and automation.

Unlock cleaner automation and reporting

When data is structured correctly, workflows, filters, and dashboards become simpler, more accurate, and easier to maintain.

Support complex relationships naturally

One-to-many and many-to-many relationships (e.g., one contact owning multiple pets or properties) are easier to manage and reason about.

What Are Custom Objects?

Think of Custom Objects as first-class CRM records for things like:

Properties

Pets

Projects

Subscriptions

Policies

Each custom object has:

Its own records and fields

Associations with other CRM objects

Support across workflows and automation

When Should You Use Custom Objects?

Custom Objects are a good fit when:

Your data doesn’t belong to a person or company

If you’re tracking “things” (assets, listings, policies, pets), not people, a custom object is usually the right abstraction.

You need structured, repeatable records

When the same type of entity exists many times and needs consistent fields, views, and automation.

You want deeper relationships in your CRM

Custom Objects can be linked to Contacts, Companies, Opportunities, and even other Custom Objects—unlocking advanced workflows.

Examples

Real estate listings linked to buyers and agents

Multiple pets linked to their owners

Projects linked to clients and opportunities

When to Stick With Standard CRM Objects

Custom Objects are powerful, but not always the right answer.

Avoid Custom Objects if:

A standard object already works

Contacts, Companies, and Opportunities come with built-in features that custom objects don’t always support.

You need contact-specific features

Bulk emails, marketing campaigns, and certain communication tools work only with Contacts.

You’re duplicating the same data

Creating a custom object that mirrors an existing object can cause confusion and inconsistent data.

Instead, try using Smart Lists to create different segmentations within standard objects.

Common Examples

Good Use Cases

Real Estate – Homes

Create a “Homes” object to track property details (price, status, location) and associate them with buyers, sellers, or agents.

Veterinary Clinics – Pets

Use a “Pets” object to store medical history, vaccinations, and appointments, linked back to the pet owner.

Not Recommended

Event Attendees

If your primary goal is emailing, reminders, and follow-ups, Contacts already do this better.

Internal Notes or Activities

Custom Objects shouldn’t replace notes, tasks, or activities—this adds unnecessary complexity.

What’s Next?

Once you create a Custom Object, you can:

Add custom fields

Define associations and labels

Build workflows and automation

Build forms to collect data in custom objects

Visualise the data on dashboards

Next: Learn how to create your first Custom Object