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.

This guide helps you understand what are Custom Objects and decide whether Custom Objects are right for your use case.

TABLE OF CONTENTS

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.


In short: Custom Objects help you keep your CRM clean, scalable, and aligned with how your business actually operates.


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.


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