Meet Custom Attributes: The Key to Hyper-Personalized Marketing in Fello

• The Problem: Generic marketing falls flat; effective conversion requires knowing the specific details of your leads (investors, luxury buyers, timelines).
• The Solution: Fello’s Custom Attributes allow you to create custom fields that match your unique business data, powering smarter segmentation and automation.
• The News: This feature is launching first within the native Follow Up Boss integration, as well as manual CSV upload of custom fields for Fello users on other CRMs. The FUB integration allows seamless syncing of existing FUB custom fields into Fello. 
• The Future: Soon, all users, regardless of CRM, will be able to leverage Custom Attributes via API and Zapier. 

We’ve all been there: Staring at a database of contacts that all look exactly the same on the surface. You know that John Smith is a luxury investor looking for a fixer-upper, and Jane Doe is a first-time buyer who needs a fenced yard for her three dogs. But if your marketing platform doesn’t know those details, you’re forced to treat them both like generic leads.

And in real estate, generic is where deals go to die.

We believe that your technology should adapt to your business, not the other way around. That’s why we are thrilled to introduce Custom Attributes — a powerful new way to teach Fello the unique language of your business, ensuring you can market to your database with surgical precision.

What Are Custom Attributes? 

Think of Custom Attributes as your business’s DNA. They are the specific data points you track that matter most to your unique strategy — details like "Investor Status," "Preferred Neighborhood," "Luxury Buyer Flag," or even "Lease End Date".

Until now, marketing platforms often forced you to fit your clients into rigid, pre-set boxes. With Custom Attributes, you can now create and manage fields that match your real-world data model.

Why this changes the game:

• Smarter Segmentation: Instead of sending an email blast to everyone, for example, you can create a segment specifically for “Investors Interested in Multi-Family”, vs. all “Investors,” or even “Investors Interested in SFH.”
• Hyper-Relevant Automation: Trigger workflows based on specific timelines or interests, ensuring the right message hits at the exact right moment.
• Better Conversations: When Fello’s Automated Workflows engage a lead, having access to these specific attributes means the conversation is grounded in context, not guesswork.

For Follow Up Boss Users: A Seamless, Native Integration

If you are one of the many high-performing teams using Follow Up Boss (FUB), this update is rolling out to you first via our powerful, two-way-sync direct integration.

We know that for FUB users, custom fields are the lifeblood of your operations. It’s where you store the gritty details that power your lead routing and prioritization.

Here is what the new Custom Attributes feature delivers:

• Zero Double Entry: We automatically sync your FUB custom fields into matching Fello Custom Attributes. No manual recreation required.
• Full Field Support: Whether you use text, number, date, or dropdown fields in FUB, they map directly to Fello.
• Unified Data: When you update a tag or a custom field in FUB, it flows into Fello to update your Segments and automations in real-time.

This means you can keep managing your database in FUB exactly how you always have, while Fello works in the background to turn that data into automated, revenue-generating marketing campaigns.

Not on FUB? Here's What’s Coming Next

If you aren't using Follow Up Boss, don’t worry. We’re building Fello to play nice with everyone.

Right now (as of 1/28/2026) any Fello user can manually upload a CSV of their custom fields into Fello and begin segmenting, triggering automated marketing, etc. from those new fields. 

However, if you don't want to deal with a manual upload, we’re actively working on expanding Custom Attributes to all users, whether via your direct integration (Sierra) or via API Nation, Real Synch, Zapier, or other connections. 

In the meantime, you can prepare by auditing your current database. Identify the 3–5 custom data points that actually drive your business revenue. Is it "Lead Source"? "Buyer Timeline"? "Current Equity"? Get clear on what matters now, so you’re ready to import these into Fello and hit the ground running.

Ready to Get Granular?

Marketing is no longer about who can shout the loudest; it’s about who can speak the most clearly to a client's specific needs. Custom Attributes gives you the power to do exactly that.

Whether you’re a FUB power user ready to sync up today, or an agent planning your next big segmentation strategy, this feature is your new best friend for building trust and proving you’re the expert who knows them.

For Current Customers: If you’re a Follow Up Boss user, reach out to your Success Manager or email success@fello.ai today to activate the Custom Attributes sync and ensure your data mapping is set up correctly. We’ll let everyone else know as soon as this is live for your CRM!

For Prospects: Are you tired of marketing tools that treat your database like a generic list? Book a Demo to see how Fello’s Custom Attributes can help you personalize your outreach and uncover the hidden opportunities in your network.

Frequently Asked Questions

1. How do Custom Attributes improve my email marketing results? 

By using Custom Attributes, you can segment your audience based on highly specific interests (like "pool preference" or "investment timeline") rather than generic criteria. You can also use these Custom Fields with the email text like a personalization token, adding in specifics like “Anniversary Date.” This relevance increases open rates and clicks because the content speaks directly to the lead's current needs.

2. Can I trigger automations based on these new Custom Attributes? 

Yes. You can use Custom Attributes as triggers or filters within Fello’s Automated Workflows. For example, you could set up an automation that immediately adds a contact to a "Nurture Campaign" as soon as their "Lease End Date" attribute is within 6 months.

3. If I change a custom field in Follow Up Boss, does it update in Fello immediately? 

Yes. The FUB-Fello integration provides a seamless connection, so data is updated in real-time. If you update a custom field in FUB, it will reflect in Fello, ensuring your automations and segments are always acting on the most current information.

4. Is there a limit to how many Custom Attributes I can create? 

Admins can manage and create custom fields via the settings menu. While there are plan-based limits on the total number of custom fields you can create, the system supports all common field types like text, number, date, and dropdowns to cover your essential business needs.