If you’re wondering how to create a new property in HubSpot, you’re in the right place.

After 20 years of working with CRM systems and marketing automation platforms, I’ve seen one consistent truth: customized properties are at the heart of any successful HubSpot implementation.

Whether you’re using the free HubSpot CRM or the Enterprise edition, properties—also known as custom fields—enable your teams to capture the right data, drive automation, and personalize every interaction.

I’ll walk you through how to create a new property in HubSpot, explain the nuances of calculated properties, and cover how this process differs (or doesn’t) in free HubSpot plans.

You’ll also get real-world tips on structuring your properties for long-term success.

What Is a HubSpot Property?

Before diving into the how-to, let’s cover the “what.”

In HubSpot, a property is a field used to store information about records like contacts, companies, deals, or tickets. Some common default properties include:

• Contact Email
• Lifecycle Stage
• Deal Amount
• Company Size

But to align HubSpot with your business, you’ll often need custom properties to track things like product interests, onboarding status, or custom scoring.

That’s where learning HubSpot how to create a property becomes essential.

How to Create a New Property in HubSpot

Follow these steps to create your own custom property in any version of HubSpot—free or paid.

Step 1: Navigate to Property Settings

1. Log into your HubSpot account.

2. In the main navigation bar, click on the Settings icon in the top right.

3. On the left sidebar menu, go to Data Management → Properties.

This is the central dashboard where all your existing properties are managed and where new ones can be created.

Step 2: Choose the Object Type

You’ll first choose which object the property should belong to:

• Contact

• Company

• Deal

• Ticket

• Custom Object (if available on your plan)

Choose wisely—properties cannot be transferred between objects later.

Step 3: Click “Create Property”

Now click the orange “Create property” button at the top-right corner. You’ll be asked to fill out the following fields:

• Object type – Which record type (contact, company, etc.)

• Group – Properties are grouped under categories like “Contact Information” or “Deal Details.” You can create your own custom group here too.

• Label – This is the name of the property visible to users (e.g., “Favorite Product”).

• Internal name – This is automatically generated and used in APIs or integrations.

• Description – Optional, but highly recommended. A good description helps teams understand what the property is used for.

Step 4: Choose the Property Field Type

HubSpot offers several field types, including:

• Single-line text

• Multi-line text

• Dropdown select

• Multiple checkboxes

• Date picker

• Number

• Calculation (for Professional+ plans)

Pro Tip: For structured data (like statuses or categories), always choose dropdowns or checkboxes instead of open text.

It will make reporting and segmentation far more powerful.

How to Create a New Property in Free HubSpot

If you’re using the free HubSpot CRM, the good news is: yes, you can still create custom properties!

The process is identical to what I described above. However, there are limitations on:

• Total number of properties per object

• Access to calculated properties

• Advanced field types (like score or calculation)

But you can still create single-line text, dropdowns, checkboxes, and date fields to tailor your CRM.

Use Case Example (Free HubSpot):

Let’s say you run a real estate business and want to track a “Preferred Property Type” for each contact. In the free version:

• Create a Contact Property

• Use Dropdown as the field type

• Add values like: Apartment, Villa, Townhouse

That’s it—you’ve just extended your CRM in minutes.

How to Create a Calculated Property in HubSpot

One of HubSpot’s most powerful features in Professional and Enterprise plans is the ability to create calculated properties.

Calculated properties allow you to perform formulas, math, or logic-based calculations using other property values. This is extremely helpful for:

• Deal ROI calculations

• Lead score aggregation

• Date difference (e.g., days since last activity)

Heres how to create a calculated property in HubSpot:

Step 1: Start Like Any Other Property

Go to Settings > Properties > Create property, just like before.

Step 2: Choose the “Calculation” Field Type

Under Field Type, select “Calculation.” Now you’ll see two calculation methods:

1. Formula

This allows you to perform basic arithmetic using number-type properties. For example:

Total Budget - Amount Spent = Remaining Budget

2. Rollup

This aggregates data from associated records. For example:

• Sum of all deal amounts associated with a company

• Average ticket resolution time for a contact

Step 3: Define the Logic

Depending on your chosen calculation type:

• Choose the fields you want to include

• Set arithmetic operations (Add, Subtract, Multiply, Divide)

• Define date intervals if you’re calculating durations

Example (Formula Calculation):
You want to calculate total order value. If you have two existing number fields:

• Quantity Ordered

• Price per Unit

Create a calculated property:

Quantity Ordered * Price per Unit = Total Order Value

Note: Calculated properties are only available on Professional or Enterprise HubSpot subscriptions.

Best Practices from a HubSpot Veteran

After working with hundreds of clients—from startups to Fortune 500s—here are a few key lessons when creating new HubSpot properties:

1. Always Plan Ahead

Don’t create properties ad hoc. Start with a data dictionary: a document outlining all the properties your teams need, what object they belong to, and what format they should follow.

2. Avoid Redundancy

It’s common to find “Product Type,” “Product_Category,” and “Prod Type” in the same account—created by different team members. This leads to data chaos.

Use naming conventions and assign a CRM admin to approve new property creation.

3. Leverage Groups

Keep your custom properties organized by grouping them into logical categories like “Onboarding Fields” “Sales Hub” or “Customer Preferences.”

4. Use Dropdowns and Checkboxes

Avoid open-text fields when possible. If users can type freely, data becomes inconsistent. Stick to dropdowns or checkbox options wherever you can control input.

5. Review and Audit Regularly

Over time, property bloat happens. Set a quarterly reminder to audit unused properties, merge duplicates, and clean up old test fields.

Real-World Use Cases

Let me share a couple of examples from my consulting work:

Case Study: SaaS Company – Custom Onboarding Fields

A SaaS startup needed to track customer onboarding stages. We created the following:

• “Onboarding Stage” (Dropdown)

• “Date Onboarding Started” (Date Picker)

• “Days in Onboarding” (Calculated Date Difference)

Using calculated properties, we built reports that showed how long customers took to go live—a critical KPI for customer success.

Case Study: E-commerce Brand – Revenue Attribution

We created calculated deal properties like:

• Average Order Value (AOV)

• Total Orders Per Customer

• Lifetime Value

These fields powered dashboards and allowed sales reps to focus on high-value accounts.

How to Create a New Property in Free HubSpot – Final Thoughts

If you’re setting up a new CRM instance or overhauling your current data model, don’t just add fields on the fly. Invest time in property planning—it pays off in cleaner reporting, smoother automation, and higher adoption across teams.

Need help structuring your CRM or building scalable property logic?

I’ve worked with 200+ HubSpot clients over the last two decades—reach out for a consultation anytime.

HubSpot How to Create a Property – FAQs

How to make a custom property required in HubSpot?

To make a custom property required in HubSpot, you need to add it to a form and set it as “required” within the form editor. HubSpot doesn’t allow globally required properties across the entire CRM—only within specific forms or pipelines like deal stages or ticket creation.

How many custom properties can I create in HubSpot CRM?

In HubSpot CRM, the number of custom properties you can create varies by subscription tier:

Free Plan: Limited to 10 custom properties across all objects (contacts, companies, deals, etc.) .

Paid Plans (Starter, Professional, Enterprise): Allow up to 1,000 custom properties per object type (e.g., 1,000 for contacts, 1,000 for companies)

How do I create a new object in HubSpot CRM?

To create a new custom object in HubSpot CRM, go to Settings → Data Management → Custom Objects, then click “Create custom object”. You’ll define its name, properties, associations, and use the HubSpot API for more advanced setup.

How do you set up properties in HubSpot CRM?

To set up properties in HubSpot CRM, go to Settings > Properties, then choose the object (e.g., Contact, Company) and click “Create property.” Define the label, field type, and group, then save it.

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