Duplicate properties cleaned out

A manufacturer struggling with duplicate and misplaced properties across HubSpot consolidated its data model by auditing all custom fields, removing redundancies, and remapping properties to the correct objects and field types.

Industry

Manufacturing & Industrial

Company Size

100-499 employees

Key Services

Data cleanup & imports · Custom objects & data modeling

The challenge they faced

As a sustainable energy technology manufacturer, the team had accumulated duplicate and misplaced custom properties across their HubSpot instance over time. Properties like Vertical, Industry, and Industry Type existed on multiple objects without clear ownership, creating confusion about which field to populate and causing data quality issues downstream. The team recognized that their data model needed stabilization before they could confidently use it for reporting and workflow automation.

The strategy we mapped

The team needed to understand what custom properties existed across their HubSpot instance, how they were being used, and whether they were fit for purpose. We started by auditing the full landscape of custom properties across all objects to identify duplicates, misplaced fields, and type mismatches that could cause data quality issues downstream. This clarity made it possible to plan a remediation approach that would tighten the data model without disrupting active workflows.

The solutions we executed

We reviewed all custom properties across contacts, deals, companies and other objects to surface duplicates and identify fields that were configured on the wrong object or using an incorrect field type for their data. Once we'd mapped the full picture, we worked through a cleanup process: consolidating duplicate properties, moving misplaced fields to their proper objects, and converting fields to the right type – whether that meant changing a text field to a dropdown, a radio select to a true/false toggle, or similar adjustments. We then incorporated the cleaned-up properties into the team's custom views and marked them as required where appropriate, so the data model would support consistent data capture going forward.

The results

What changed after the engagement.

The client's custom property landscape is now clean and rationalized. Duplicate properties have been consolidated, misplaced fields moved to their correct objects, and type mismatches corrected–converting text fields to dropdowns, radio selects to toggles, and similar adjustments where needed. The data model now supports consistent capture through required properties in custom views, and vertical taxonomy has been standardized across Leads and Deals with locked-down options to prevent future drift. The client can now rely on their CRM as a dependable foundation for reporting and automation as the organisation scales.

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