The short answer
Seller signals work differently, and the just-sold Starter recipe is built around them
Different signals, mostly. Buyer ads chase people searching for listings and neighborhoods to move into. Seller ads need to find renovation-return searches, contractor research, and other behavior that points to someone thinking about moving out, not in. The clearest way to reach them is the just-sold recipe: a Starter listing package on a home you just sold, aimed at the surrounding neighborhood, with nearby spots geofenced, running for 30 days, with no contact list needed.
How do seller signals differ from buyer signals?
Seller signals look nothing like buyer signals, and that is the whole reason a just-sold recipe exists instead of just running the same listing package twice. Buyer signals are easy to picture: someone searching homes for sale, browsing listings in a neighborhood, comparing prices. Seller signals show up earlier and quieter. Think renovation-return searches, people looking up what a kitchen remodel actually adds to resale value, or contractor research, people getting quotes before they decide whether to fix a house up or just sell it as-is. Those searches are a sign someone is weighing their options, not browsing for a new place to live.
Because the signal is different, the targeting has to shift too. A listing ad built for buyers is pointed at people actively shopping. A listing ad built around the just-sold recipe is pointed at the neighborhood itself, on the logic that the people most likely to be thinking about selling live near the home you just sold and are watching what happens on their own street.
What is the just-sold Starter recipe?
The just-sold recipe is a Starter listing package run on a home you already sold, aimed at the neighborhood around it instead of at buyers. You pick the home, Hugo points the package at the surrounding area, and local spots get geofenced so the ads show up to people near places that matter in that neighborhood, not just anyone who happens to search nearby. The package runs for 30 days, the standard flight length, so it has a clear start and a clear end.
The part that makes this recipe easy to repeat is that it needs no contact list. You are not pulling emails or building an audience by hand before you can launch it. You pick the closed listing, aim it at the neighborhood, and let the 30 days run. That makes it something you can set up after every closing without extra setup work standing in the way.
Should you pair it with anything else?
Pairing the digital package with a postcard is a simple way to reinforce the same message offline. The postcard goes to the same neighborhood the just-sold package is aimed at, so neighbors see your name twice, once in their mail and once while they are online. Neither piece promises a specific outcome on its own. What the pairing does is put your name in front of the same neighborhood through two different channels for the same closing, which is the whole point of running a just-sold recipe in the first place.
What does the just-sold Starter recipe cost?
Four hundred dollars, same as any Starter listing package. You are not buying a separate seller product, you are pointing a standard listing package at a home you already closed and aiming it at the neighborhood around it instead of at buyers. That keeps the setup simple and easy to repeat after every closing. Four hundred dollars, every time.
workwithhugo.com published pricing, updated May 28 2026: a Starter listing package costs $400.
How long does the just-sold recipe run?
Thirty days, start to finish. That is the standard flight length for a Hugo package, so you are not managing a custom schedule or guessing when to check back in. Run it once per closing and let the full 30 days play out before deciding whether to renew it. Thirty days, then you decide.
Hugo policy, updated July 22 2026: a listing ad flight runs for 30 days.