How to create contact and company properties

Last updated: February 17, 2017

Available For:

Product: HubSpot Marketing & Sales
Subscription: Basic, Professional, & Enterprise

The Contacts tool in HubSpot is a powerful database that stores details about all of the people that interact with your business. The tool comes preloaded with a bunch of standard contact properties to get you started, but you can personalize the tool by creating custom contact properties that are more relevant to your specific business. In fact, you can create up to 1,000 contact properties in your account to store your custom details. 

The custom properties you create will store the answers to the various questions you'd need to ask leads and customers in order to figure out how to best serve them. You can store many different types of details in contact properties, and have a number of different options as to how those details are captured.  

What can you do with contact and company properties in your account?

  • Segment your leads by these custom contact properties using the Lists tool.
  • Capture details into these properties using HubSpot forms.
  • Personalize emails that you send to contacts using personalization tokens so that the details of the email can be as relevant as possible.
  • Personalize the experience of visitors to your HubSpot site using personalization tokens and smart content.
  • Create lead scoring rules that automatically increase or decrease a contact's lead score based on the value of contact properties.
  • Trigger a workflow so that contacts with a certain property get enrolled into a series of marketing automation actions.
  • Create contact reports based on these properties (Enterprise customers only).

1. Go to Contacts Settings

Log in to your HubSpot account and navigate to Contacts > Contacts Settings.
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If you only have a HubSpot Sales account, you'll want to navigate to Settings > Contacts > Edit properties instead.

2. Create a new property

You'll automatically be taken to the Contact Properties edit screen. Click on the Create new property button on this screen to begin creating a new contact property.

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Adding a company property

If, at this point, you'd like to add a new company property instead of a contact property, click on Company Properties on the left-hand navigation, then click Create new property.

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3. Enter the contact property details

Next you'll see the contact property detail screen, where you can begin filling out information on your new property.

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To get started, complete the following fields:


The label is a brief description of the property that will appear on internally on contact property profiles.

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The label will also be the external default form field label for the property, when used as a form field on a HubSpot form. You can, however, change the form label for the property using the Label option when editing a form field, and it will not change the contact property label.

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Internal Name

The internal name is the API identifier for the property. It’s unique and not editable once created. It is automatically determined based on the original label that you set for a contact property.  If the custom property is created by the Salesforce connector, HubSpot automatically appends a "__c" to the end of the HubSpot property name (Salesforce custom field names also use the same naming convention).  

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The description is a short explanation of the property and is for internal use only.  This description is viewable if you click the information icon (i), next to the corresponding contact property on an individual contact's Contacts Overview.

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Your contact properties are all stored in groups so that you can keep your database well organized. The default contact property groups are Contact Information, Company Information, Social Media Information, Email Information, Web Analytics History, and Conversion Information. You can create a new group by clicking on the Create new property group button at the top of Contacts > Contact Settings.

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Once you give the property group a name and click the Create button, you'll be able to create new contact properties in that group. 

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Field Type

Contact properties should have a different field type depending on the type of information they will store.

  • Single Line Text - Single line text properties can contain a string of any alphanumeric characters, such as a word, a phrase, or a sentence.
  • Multi-Line Text - Multi-Line text properties can contain several strings of alphanumeric characters, such as a paragraph or list of items.
  • Drop-down select - Drop-down selects contain several specific options and the visitor is limited to selecting only one of the options.
  • Radio Select (Select a single option) - Radio selects act the same way as drop-down selects, but appear differently in forms. They also contain several concrete options and the visitor can select only one of the options.
  • Checkboxes (Select multiple options) - Checkboxes contain several specific options that are usually related. You might be used to seeing these fields with the help text "Check all that apply."
  • Single On/Off Checkbox - Single On/Off Checkboxes only have two options on or off. They are typically used if you are integrated with Salesforce and need a field that is either checked or unchecked.
  • Number Field - Number fields can contain any string of numerals or numbers written in decimal or scientific notation.
  • File Upload - File upload fields are used to allow visitors to upload files and provide you with a link through a form submission. The uploaded file's link is available from the individual's contact record.  
  • Date Picker - Date picker fields are used to allow visitors to input a specific date in a standard format that can be segmented on.

Use in Forms?

Properties don't necessarily need to appear when you're using HubSpot's form builder. Sometimes you'll create a property that is for internal use only and you do not want it to appear on any public forms. If you do want to able able to add the property as a form field, toggle Use in Forms? to Yes.

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The property will then appear in the form builder's Fields tab.

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Certain field types, such as drop-down selectcheckboxes, and radio selects will prompt you to add the different options a visitor can choose from on a form. Click Edit Options to edit your dropdown menu options for your visitor. Set a Label for each possible option. The Label will appear as the visible option on any forms that use the property and throughout the HubSpot application. You'll also want to set an Internal Value which is used for integration purposes. 

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The Internal Value is used as the value for that property in the HubSpot Contacts API. You may want to set a value to be different than a label, if you want to translate a user's response into something that makes sense internally such as a specific product SKU and can be passed to an external system. This is useful if the value needs to be in a specific format in order for an API integration to interpret it correctly.

You can also create options for a property that do not display on forms. If that's what you want to do, click the eye icon to disable this property from displaying on your form.

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4. Save property

When you are done entering in all the information for your new contact property, click the Save property button to finish creating or editing your property.

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