How to Create Custom Objects in GoHighLevel — All Plans

Custom Objects in GoHighLevel have transformed how digital marketing agencies manage their CRM data. Whether you're handling properties for real estate clients, vehicles for auto dealers, insurance policies, or patient records for healthcare providers, Custom Objects let you build record types that match your exact business model—not the other way around.

Until October 2025, Custom Objects were limited to higher-tier plans. Now, every subscription tier supports them, with a generous 10 Custom Objects per location across all plans. If you're running an agency managing diverse client types, this is a game-changer. In this guide, I'll walk you through exactly how to set up and leverage Custom Objects to extend your GoHighLevel workspace beyond standard contacts, companies, and opportunities.

Ready to build a truly customized CRM? Get a free 30-day trial of GoHighLevel and start creating Custom Objects today.

What Are Custom Objects and Why Your Agency Needs Them

At its core, a Custom Object is a specialized data structure you create once and reuse across your GoHighLevel workspace. Think of it like a blueprint for a specific type of record that doesn't fit neatly into GoHighLevel's standard entities (Contacts, Companies, Opportunities).

Standard CRM objects work fine for many businesses, but they break down fast when you're managing complex client relationships. A real estate agency needs to track properties separately from prospects. An insurance broker needs policy records tied to clients. A healthcare provider needs patient files with specific medical history fields.

Without Custom Objects, you'd either:

• Force-fit data into contact or company fields (messy and unreliable)
• Use workarounds like Smart Lists and custom tags (limited and inflexible)
• Use multiple CRM platforms (expensive and fragmented)

Custom Objects solve this by letting you create purpose-built record types with their own fields, relationships, views, and automation capabilities. They're especially powerful for agencies because they let you deliver a truly tailored CRM experience to each client—which is exactly what separates a $5K implementation from a $15K+ white-label solution.

Plan Access and Limits: The October 2025 Update

This is the critical update that changed the game for agencies on all budget levels.

Before October 2025: Custom Objects were available only on higher-tier plans, limiting smaller agencies and solopreneurs.

October 2025 onwards: All subscription tiers now include Custom Objects support. Every plan gets access to create up to 10 Custom Objects per location.

That 10 per-location limit is actually generous. Most agencies operate 2–5 Custom Object types at a time:

• Real estate agencies: Properties, Showings, Offers
• Insurance brokers: Policies, Claims, Coverage Types
• Healthcare: Patients, Appointments, Medical Records
• Automotive: Vehicles, Service Records, Inventory
• E-commerce agencies: Products, Orders, Returns

If you need more than 10, you can manage them across multiple locations within your GoHighLevel account, but for most operations, the limit is more than sufficient.

How to Create a Custom Object in GoHighLevel

The process is straightforward and takes about 5 minutes for a basic setup.

Step 1: Navigate to Settings
Log into your GoHighLevel workspace and head to Settings (usually in the bottom-left menu).

Step 2: Find Custom Objects
Look for "Custom Objects" in the settings sidebar. In newer versions, this may be under "Data" or "Workspace Setup."

Step 3: Create New Custom Object
Click "+ New Custom Object" or similar button. You'll be prompted to name it—use something specific and descriptive. "Property" is better than "Prop." "Insurance Policy" is better than "Policy."

Step 4: Choose a Singular and Plural Form
GoHighLevel will ask for both. This controls how the object appears in your UI. Example: Singular = "Property," Plural = "Properties."

Step 5: Set Your Display Name
This is the field that appears as the "title" or main identifier for each record. For a Property object, you might use "Property Address." For a Vehicle object, "VIN" or "Make/Model."

Step 6: Save and Configure
Once saved, your Custom Object skeleton exists. Now you'll add custom fields and set up relationships.

This is built into GoHighLevel. Try it free for 30 days →

Setting Up Custom Fields and Relationships

A Custom Object without fields is just an empty container. Custom Fields are what give your object structure and functionality.

Adding Custom Fields
Once your Custom Object is created, you'll see an option to add fields. GoHighLevel supports multiple field types:

• Text: Short text strings (names, addresses, SKUs)
• Long Text: Larger text areas (descriptions, notes)
• Number: Integers and decimals (price, square footage, mileage)
• Date: Calendar fields (purchase date, expiration, service date)
• Dropdown: Single-select options (status, category, condition)
• Multi-select: Multiple options (features, tags, services)
• Checkbox: Yes/no fields (is featured, is verified)
• Currency: Money fields with currency formatting
• Email & Phone: Auto-validated contact fields
• User Lookup: Assign to team members

For a Property Custom Object, you might add: Property Address (Text), List Price (Currency), Square Footage (Number), Property Type (Dropdown), Year Built (Date), Features (Multi-select), and Assigned Agent (User Lookup).

Creating Relationships Between Objects
One-to-many relationships are the backbone of Custom Objects in GoHighLevel. A single Contact can own multiple Properties. One Policy can have multiple Claims.

When setting up a field, you can link it to another object type. For example, create a "Contact" field on your Property object to show which contact/agent owns it. This creates a searchable, filterable relationship that powers workflows and automations.

Managing Custom Objects and Building Automations

Once your Custom Object is set up, you need to populate it with records and automate workflows.

Creating Records
You can create Custom Object records three ways:

1. Manually: Click "New Record" in the Custom Object view and fill in fields
2. Via Forms: Build a public or private form that creates records automatically when submitted
3. Via Automations: Use workflows to generate records based on triggers (e.g., when a Contact is added with a specific tag, create a Property record)

For agencies, automations are the real power move. Imagine a form on your client's landing page that collects property details. When someone submits, GoHighLevel automatically creates a Property record, links it to a Contact, and triggers a workflow to notify the agent.

Building Views and Reports
Once you have records, organize them with Views. Think of Views like filtered tables:

• All Properties (no filter)
• Available Properties (filter: Status = Available)
• Properties Over $500K (filter: List Price > 500000)
• My Assigned Properties (filter: Assigned Agent = Current User)

Each view can be sorted by any field, saved as a default, and shared with team members.

Real-World Use Cases for Custom Objects

Let me show you how Custom Objects solve actual agency problems:

Real Estate Agency
Create a Property Custom Object linked to Contacts (buyers/sellers). Track listing price, square footage, lot size, features, status, and open house dates. Use forms to auto-create properties from MLS feeds or your own listings page. Automations send property alerts to matching buyer profiles.

Insurance Broker
Build a Policy object with coverage type, premium, renewal date, and deductible. Link policies to Contacts. When a policy renewal date approaches, trigger an automation to notify the broker and create a task. Track claims as a separate Custom Object linked to policies.

Healthcare Provider
Create a Patient object with medical history, allergies, insurance info, and appointment preferences. Link to Contacts for communication. Use automations to send appointment reminders and follow-ups.

E-Commerce Agency
Build a Product Custom Object with SKU, cost, inventory, supplier, and sales metrics. Link to Companies (vendors). Create an Order Custom Object tied to Contacts, tracking order date, total, and fulfillment status.

The flexibility is the point. You're not constrained by GoHighLevel's standard structure—you build the CRM your business actually needs.