The negative and positive signs are not for the distance of the image from the lens. According to sign convention, the heights measured perpendicular to the x-axis above are positive and heights measured to the x-axis below are negative. Virtual images have the magnification as positive because they are erect and on the x-axis. Whereas, real images have the magnification as negative since the image formed is laterally inverted and are below the x-axis. So, virtual images will be positive and real images will be negative.
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