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