Enhancing Data Accuracy with HubSpot's New Property Sync Feature

Maintaining accurate data across related CRM records has always been one of the biggest challenges for financial services firms. When a contact's address changes, that update needs to propagate to associated accounts, deals, and custom objects. When a company's compliance status is updated, related investment records need to reflect that change immediately.

HubSpot's Property Sync feature addresses this challenge head-on by enabling automatic, bidirectional data sharing between associated records.

What is Property Sync?

Property Sync is a HubSpot feature that allows you to define synchronization rules between properties on associated records. When a property value changes on one record, the linked property on the associated record is automatically updated according to the rules you define.

This works across all standard object types (contacts, companies, deals, tickets) as well as custom objects, making it particularly powerful for financial services implementations that rely heavily on custom data models.

Why Property Sync Matters for Financial Services

Financial services firms deal with data relationships that are more complex than most industries. Consider these common scenarios:

• Investor Address Updates — when a limited partner updates their mailing address, that change needs to flow to all associated commitment records, distribution records, and tax reporting objects
• Compliance Status Propagation — when a company's accredited investor status changes, all associated deals and pipeline records need to reflect the updated status for regulatory compliance
• Advisor Relationship Data — when a financial advisor changes firms, their new company affiliation needs to propagate to all associated client records and deal registrations
• Fund-Level Data Rolldowns — when fund-level properties like vintage year, strategy type, or target return are updated, those changes need to cascade to all associated investor commitment and transaction records

Implementation at Goodwood

When we implement Property Sync for our financial services clients, we follow a structured approach:

1. Data Audit

We begin by auditing all existing properties across objects to identify which fields are currently maintained manually across multiple records. This reveals the scope of the synchronization requirements and highlights any inconsistencies in the current data.

2. Sync Rule Design

We then design the synchronization rules, determining the direction of data flow (one-way or bidirectional), the trigger conditions, and any transformation logic needed. For financial services, this often requires careful consideration of which record should be the source of truth for each property.

3. Testing and Validation

Before deploying sync rules to production, we run extensive testing with sample data to ensure that cascading updates behave as expected and that circular sync loops are prevented. We validate edge cases such as bulk imports, API updates, and manual overrides.

4. Monitoring and Optimization

After deployment, we monitor sync performance and accuracy, making adjustments as new data patterns emerge. We also set up alerts for sync failures to ensure data integrity is maintained over time.

Practical Use Cases

Address Synchronization

When working with investment managers, we often configure Property Sync to keep mailing addresses, phone numbers, and email addresses consistent across contact records and their associated company, account, and commitment objects. This ensures that investor communications and regulatory mailings always use the most current information.

Post-Sale Process Management

For firms with complex post-sale workflows, Property Sync can automatically populate onboarding records with data from the closed deal, eliminating the need for manual data re-entry and reducing the risk of errors during the critical onboarding phase.

Regulatory Compliance Data

Property Sync is particularly valuable for maintaining compliance-related data across records. When accreditation status, KYC/AML clearance, or suitability determinations change on a contact or company record, those changes can automatically propagate to all associated transaction and commitment records.

Key Benefits

• Reduced Manual Data Entry — eliminates the need to update the same information across multiple records
• Improved Data Accuracy — ensures consistency across associated records, reducing errors from manual transcription
• Regulatory Compliance — helps maintain accurate, up-to-date records across all objects for audit and compliance purposes
• Operational Efficiency — frees team members from data maintenance tasks so they can focus on relationship management and revenue activities