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.
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:
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:
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.
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.
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.
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.
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.
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.
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.