Yes, you can achieve that with fluent API. Here is an example:

public class User
{
    public int UserId { get; set; }   
    public Address Address { get; set; }
}

public class Customer
{
    public int CustomerId { get; set; }   
    public Address Address { get; set; }
}

[ComplexType]
public class Address
{
    public string Street { get; set; }    
    public string City { get; set; }
}

public class Context : DbContext
{    
    public DbSet<User> Users { get; set; }
    public DbSet<Customer> Customers { get; set; }

    protected override void OnModelCreating(DbModelBuilder modelBuilder)
    {       
        modelBuilder.Entity<User>().Property(u => u.Address.Street)
                                   .HasColumnName("UserStreet");

        modelBuilder.Entity<Customer>().Property(u => u.Address.Street)
                                       .HasColumnName("CustomerStreet");         
    }
}