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:
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.
Most CRMs still rely heavily on manual entry or inconsistent tagging. Smart Properties solves this by letting you automate:
When AI maintains your CRM data in the background, your team can focus on selling, supporting customers, and doing real work.
Pull full headquarters addresses, industry, and other details directly from a company’s website.
Upload a PDF to a company record and generate a summary property automatically.
Analyze the last five call transcripts to determine whether a prospect expressed interest in specific services, such as:
Automatically flag when a transcript references competitor names.
You can create Smart Properties in two places:
Inside a contact or company record
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:
The quality of your prompt determines the usefulness of the property. Helpful prompt elements include:
Think of Smart Properties like setting up mini-AI agents inside your CRM.
Inside the real Gist CRM, we’ve already started implementing Smart Properties such as:
These properties enable us to segment prospects, trigger follow-ups, personalize outreach, and gain a deeper understanding of the services that prospects care about.
Before creating dozens of properties, map out:
Planning upfront avoids messy CRM architecture later.
Once Smart Properties start filling:
This transforms HubSpot into a dynamic buyer-intelligence system - not just a database.
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.
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.