From a lender/mortgage broker perspective, advertising this as a possibility to entice a potential borrower to sign-up with the entity seems like Basic Marketing 101.
I would expect many, if not all lenders who offer GSE-purchased loans, to start to highlight this option.
And, as more lenders become comfortable about the process, and (in the case of purchases) more agents become knowledgeable about its potential, expect these programs to start to register on the average borrower.
What I wonder is, if somehow the per-approval for this program is structured that I can repeatedly enter in different loan amounts on the same property to determine its eligibility, it becomes more of a primary filter in refinancing and purchase-price decisions.
Think about it:
A buyer runs several numbers through the no-appraisal program and is able to determine the highest number the program will accept.
The buyer goes to the seller and says, "Look; we have per-approval with no appraisal at this price. The loan is effectively guaranteed to close without any hassle. Let's seal the deal at this price."
This would be a similar dynamic as an all-cash offer if the per-approval system can be
manipulated in that fashion.
I say "manipulated" but I used that term intentionally; it has a negative connotation of
gaming the system.
On the other hand, a counter argument could be:
This isn't gaming the system. This is providing buyers and sellers very specific and meaningful information. A buyer and seller can, based on this program, agree to a price that (a) is consistent with what the lender will value the collateral and (b) the loan's terms will be structured such that the buyer can adequately service the debt. The collateral value is right-sized and the loan terms are within the wherewithal of the borrower. If they don't like what the program indicates, they can go a traditional route. But, this offers them an opportunity to agree at a price and complete the transaction with a high degree of closing-certainty and at a lower transaction cost.
I've said before that I don't believe a best use of resources is to try to squash this program; for some loans/transactions, it will work with no harm to the safety and soundness of the banking industry and result in some marginally lower transaction cost for the consumer. I think the best use of resources is to try to set limits of such a program. What those limits are (LTV ratios, credit scores, maximum loan amount, etc., etc.) is the battlefield to fight on (IMNSHO).
But for now, advertising this program is a marketing tool, regardless if the borrower/property qualifies or not.