Use Smart Properties in HubSpot: A Guide to Automating your CRM

What Are Smart Properties in HubSpot?

HubSpot’s Smart Properties are AI-powered custom properties that automatically enrich contact and company data based on rules and prompts you define. They pull information from sources such as:

• Call transcripts
• Website content
• Uploaded PDFs
• Existing CRM fields
• Publicly available web data

Unlike standard data enrichment, which fills in basic industry or firmographic information, Smart Properties enable you to design your own intelligence layer within your CRM.

Why Smart Properties Matter

Most CRMs still rely heavily on manual entry or inconsistent tagging. Smart Properties solves this by letting you automate:

• Buying intent signals
• Competitor mentions
• Interest in specific services
• Company details like addresses
• Summary data from calls or documents

When AI maintains your CRM data in the background, your team can focus on selling, supporting customers, and doing real work.

Examples of Smart Property Use Cases

1. Enrich Company Details Automatically

Pull full headquarters addresses, industry, and other details directly from a company’s website.

2. Summarize Uploaded Files

Upload a PDF to a company record and generate a summary property automatically.

3. Identify Buying Intent from Calls

Analyze the last five call transcripts to determine whether a prospect expressed interest in specific services, such as:

• Sales enablement
• Customer engagement and support
• Website development
• SEO
• HubSpot consulting
• Fractional marketing leadership

4. Detect Competitor Mentions

Automatically flag when a transcript references competitor names.

How to Create Smart Properties

You can create Smart Properties in two places:

1. Inside a contact or company record

2. Through the Data Agent in HubSpot’s Data Management section

The Data Agent offers more flexibility and gives you prebuilt templates for common use cases, such as:

• Job postings
• Funding rounds
• Buying intent
• Summary generation

How to Structure a Smart Property Prompt

The quality of your prompt determines the usefulness of the property. Helpful prompt elements include:

• Specific definitions of what counts as interest
• Context your business cares about
• Examples of qualifying statements
• Criteria for yes/no selections or classifications

Think of Smart Properties like setting up mini-AI agents inside your CRM.

How We Use Smart Properties at The Gist

Inside the real Gist CRM, we’ve already started implementing Smart Properties such as:

• Competitors mentioned (reads transcripts)
• Full headquarters address (one-line format for contract templates)
• Sales enablement interest (analyzes last five calls)
• Customer engagement interest (new example created in the video)

These properties enable us to segment prospects, trigger follow-ups, personalize outreach, and gain a deeper understanding of the services that prospects care about.

Pro Tip: Build a Smart Property Planner First

Before creating dozens of properties, map out:

• The property name
• The object type (contact or company)
• The field type (checkbox, dropdown, number, text, etc.)
• Data sources
• Your prompt

Planning upfront avoids messy CRM architecture later.

Use Cases for Automation

Once Smart Properties start filling:

• Create lists based on buying intent
• Trigger automated follow-ups
• Build reports on service-line interest
• Notify sales reps when certain topics are mentioned
• Build stronger nurture sequences
• Score prospects more intelligently

This transforms HubSpot into a dynamic buyer-intelligence system - not just a database.

Use Cases

• Automatically flag prospects interested in customer engagement solutions
• Identify cross-sell and upsell readiness
• Improve contract and proposal workflows with accurate company data
• Build segmentation that doesn’t rely on manual tagging
• Trigger outreach sequences based on recent intent signals

Final Thoughts

Smart Properties are one of the most significant upgrades to HubSpot’s Smart CRM. They combine structured data with unstructured data (like transcripts and notes), giving HubSpot a much deeper understanding of your business and customers.

Start small, focus on high-impact uses, and remember that this is a long-term process of refining and optimizing. But once you implement Smart Properties, your CRM becomes far more accurate, dynamic, and valuable as a growth engine.

Ready to Put HubSpot to Work for You?

At The Gist Inbound, we help businesses set up HubSpot the right way, from automation like this to complete CRM builds and inbound marketing strategies. If you want to scale your growth without adding more to your plate, let’s talk.

Work with us.