SCHEDULE 14A INFORMATION
                    Proxy Statement Pursuant to Section 14(a)
                     of the Securities Exchange Act of 1934

[ X ] Filed by the registrant

[   ] Filed by a party other than the registrant      


Check the appropriate box:

[   ] Preliminary Proxy Statement

[   ] Confidential, for Use of the Commission Only
      (as permitted by Rule 14a-6(e)(2))

[ X ] Definitive Proxy Statement

[   ] Definitive Additional Materials

[   ] Soliciting Material Pursuant to ss. 240.14a-11(c) or ss. 240.14a-12


                       EAST TEXAS FINANCIAL SERVICES, INC.
- --------------------------------------------------------------------------------
                (Name of Registrant as Specified in Its Charter)
 
                       EAST TEXAS FINANCIAL SERVICES, INC.

                            1200 South Beckham Avenue
                               Tyler, Texas 75701
                                 (903) 593-1767
- --------------------------------------------------------------------------------





                                                               December 23, 1997





Dear Fellow Stockholder:

         On  behalf of the  Board of  Directors  and  management  of East  Texas
Financial Services,  Inc. (the "Company"),  I cordially invite you to attend the
Annual Meeting of Stockholders of the Company.  The meeting will be held at 2:00
p.m., local time, on January 21, 1998 at the offices of the Company,  located at
1200 S. Beckham Avenue, Tyler, Texas.

         An important  aspect of the meeting process is the stockholder  vote on
corporate business items. I urge you to exercise your rights as a stockholder to
vote and participate in this process.  Stockholders  are being asked to consider
and vote upon the  proposals  to elect  three  directors  of the  Company and to
ratify the  appointment  of  auditors.  In  addition,  the meeting  will include
management's  report  to you on  the  Company's  1997  financial  and  operating
performance.

         We  encourage  you to attend the meeting in person.  Whether or not you
plan to attend,  however,  please read the  enclosed  Proxy  Statement  and then
complete,  sign and date the  enclosed  proxy and return it in the  accompanying
postpaid  return  envelope as promptly as  possible.  This will save the Company
additional  expense in  soliciting  proxies and will ensure that your shares are
represented at the meeting.


                                              Very truly yours,



                                              /s/Gerald W. Free
                                              -----------------
                                              Gerald W. Free
                                              Vice Chairman, President and Chief
                                              Executive Officer



                       EAST TEXAS FINANCIAL SERVICES, INC.
                            1200 South Beckham Avenue
                               Tyler, Texas 75701
                                 (903) 593-1767

                    NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
                         To be Held on January 21, 1998

         Notice is hereby  given that the Annual  Meeting of  Stockholders  (the
"Meeting") of East Texas Financial  Services,  Inc. (the "Company") will be held
at the offices of the Company,  located at 1200 S. Beckham Avenue,  Tyler, Texas
on January 21, 1998 at 2:00 p.m., local time.

         A Proxy Card and a Proxy Statement for the Meeting are enclosed.

         The Meeting is for the purpose of considering and acting upon:

         1.    The election of three directors of the Company;

         2.    The  ratification of the appointment of Bryant & Welborn,  L.L.P.
               as auditors for the Company for the fiscal year ending  September
               30, 1998;

and such other  matters as may  properly  come  before  the  Meeting,  or at any
adjournments or  postponements  thereof.  The Board of Directors is not aware of
any other business to come before the Meeting.

         Any action may be taken on the  foregoing  proposals  at the Meeting on
the date  specified  above,  or on any date or dates to which the Meeting may be
adjourned  or  postponed.  Stockholders  of record at the close of  business  on
December 10, 1997 are the stockholders  entitled to vote at the Meeting, and any
adjournments or postponements  thereof. A complete list of stockholders entitled
to vote at the  Meeting  will be  available  at the main  office of the  Company
during the ten days prior to the Meeting, as well as at the Meeting.

         You are requested to complete and sign the enclosed Proxy Card which is
solicited  on behalf of the Board of  Directors,  and to mail it promptly in the
enclosed  envelope.  The Proxy  will not be used if you  attend  and vote at the
Meeting in person.

                                              By Order of the Board of Directors



                                              /s/Gerald W. Free
                                              -----------------
                                              Gerald W. Free
                                              Vice Chairman, President and Chief
                                              Executive Officer

Tyler, Texas
December 23, 1997

- --------------------------------------------------------------------------------
IMPORTANT:  THE PROMPT  RETURN OF PROXIES  WILL SAVE THE  COMPANY THE EXPENSE OF
FURTHER REQUESTS FOR PROXIES TO ENSURE A QUORUM AT THE MEETING. A SELF-ADDRESSED
ENVELOPE  IS  ENCLOSED  FOR YOUR  CONVENIENCE.  NO POSTAGE IS REQUIRED IF MAILED
WITHIN THE UNITED STATES.
- --------------------------------------------------------------------------------

                                 PROXY STATEMENT

                       EAST TEXAS FINANCIAL SERVICES, INC.
                            1200 South Beckham Avenue
                               Tyler, Texas 75701
                                 (903) 593-1767

                         ANNUAL MEETING OF STOCKHOLDERS
                                January 21, 1998


         This Proxy Statement is furnished in connection  with the  solicitation
on behalf of the Board of Directors of East Texas Financial Services,  Inc. (the
"Company")  of  proxies to be used at the Annual  Meeting of  Stockholders  (the
"Meeting")  which will be held at the offices of the Company  located at 1200 S.
Beckham Avenue,  Tyler,  Texas on January 21, 1998 at 2:00 p.m., local time, and
all  adjournments or postponements  of the Meeting.  The accompanying  Notice of
Annual Meeting of  Stockholders  and this Proxy Statement are first being mailed
to  stockholders  on or about  December  23,  1997.  Certain of the  information
provided herein relates to First Federal  Savings and Loan  Association of Tyler
(the "Association"), a wholly owned subsidiary and predecessor of the Company.

         At the Meeting, stockholders of the Company are being asked to consider
and vote upon (i) the  election  of three  directors  of the  Company and (ii) a
proposal to ratify the appointment of Bryant & Welborn,  L.L.P. as the Company's
independent auditors for the fiscal year ending September 30, 1998.

Vote Required and Proxy Information

         All  shares of common  stock of the  Company,  par value $.01 per share
(the "Common  Stock"),  represented at the Meeting by properly  executed proxies
received  prior  to or at the  Meeting  and not  revoked,  will be  voted at the
Meeting in accordance with the  instructions  thereon.  If no  instructions  are
indicated,  properly  executed  proxies  will be voted for the  nominees and the
adoption of the proposal set forth in this Proxy Statement. The Company does not
know of any matters,  other than as described in the Notice of Annual Meeting of
Stockholders,  that are to come  before the  Meeting.  If any other  matters are
properly  presented at the Meeting for action, the persons named in the enclosed
Proxy Card and acting pursuant  thereto will have the discretion to vote on such
matters in accordance with their best judgment.

         Directors  shall be  elected  by a  plurality  of the votes  present in
person  or  represented  by proxy at the  Meeting  and  entitled  to vote on the
election of directors. In all matters other than the election of directors,  the
affirmative  vote of the majority of shares  present in person or represented by
proxy at the Meeting and  entitled to vote on the matter shall be the act of the
stockholders. Proxies marked to abstain with respect to a proposal will have the
same effect as votes against the proposal.  Broker non-votes will have no effect
on the vote.  One-third of the shares of the Common Stock,  present in person or
represented  by proxy,  shall  constitute  a quorum for purposes of the Meeting.
Abstentions  and  broker  non-votes  will be  treated  as shares  present at the
Meeting for purposes of determining a quorum.

         Stockholders who execute proxies retain the right to revoke them at any
time. Unless so revoked, the shares represented by such proxies will be voted at
the  Meeting  and all  adjournments  or  postponements  thereof.  Proxies may be
revoked  by:  (i)  filing  with the  Secretary  of the  Company at or before the
Meeting a written notice of revocation bearing a later date than the proxy, (ii)

duly executing a subsequent  proxy relating to the same shares and delivering it
to the Secretary of the Company at or before the Meeting or (iii)  attending the
Meeting and voting in person (although attendance at the Meeting will not in and
of itself constitute revocation of a proxy). Any written notice revoking a proxy
should be delivered to Sandra J. Allen, Secretary, at the address shown above.

Voting Securities and Principal Holders Thereof

         Stockholders of record as of the close of business on December 10, 1997
will be  entitled  to one vote for each share then  held.  As of that date,  the
Company had 1,026,366  shares of Common Stock  outstanding.  The following table
sets forth, as of December 10, 1997,  information  regarding share ownership of:
(i) those persons or entities known by management to beneficially  own more than
five percent of the Common Stock and (ii) all directors  and executive  officers
of the Company and the  Association as a group.  For  information  regarding the
beneficial  ownership of Common Stock by directors of the Company, see "Proposal
I--Election of Directors--General."


                                                  Shares              Percent
                                               Beneficially              of
         Beneficial Owner                          Owned               Class
         ----------------                          -----               -----
                                                                 
East Texas Financial Services, Inc.              97,215(1)              9.47%
Employee Stock Ownership Plan
1200 South Beckham Avenue
Tyler, Texas 75701

So Gen International Fund, Inc.                 104,000(2)             10.13%
Societe Generale Asset Management Corp.
1221 Avenue of the Americas
New York, New York 10020

Jeffrey L. Gendell                               59,500(3)              5.80%
200 Park Avenue, Suite 3900
New York, New York 10166

All directors and executive
 officers (10 persons) as a group               244,228(4)             23.80%

- ---------------


(1)  The amount  reported  represents  shares  held by the East Texas  Financial
     Services, Inc. Employee Stock Ownership Plan (the "ESOP"), 32,154 shares of
     which have been allocated to accounts of participants.  First Bankers Trust
     Co.,  N.A.,  Quincy,  Illinois,  the trustee of the ESOP,  may be deemed to
     beneficially  own the shares held by the ESOP which have not been allocated
     to the accounts of participants.

(2)  The above information  regarding  beneficial ownership is as reported by So
     Gen  International  Fund,  Inc.  (the  "Fund") and Societe  Generale  Asset
     Management Corp. (the "Adviser") in a Schedule 13G dated February 14, 1996.
     The Fund reported shared voting and  dispositive  power as to 85,000 shares
     and the Adviser reported shared voting and dispositive  power as to 104,000
     shares.

(3)  As  reported on Schedule  13D dated  September  23, 1997 filed on behalf of
     Jeffrey  L.  Gendell,   Tontine  Financial   Partners,   L.P.  and  Tontine
     Management, L.L.C. in which Mr. Gendell individually, as managing member of
     Tontine Management,  L.L.C., Tontine Management,  L.L.C. as general partner
     of Tontine Financial Partners,  L.P. and Tontine Financial  Partners,  L.P.
     claim  shared  voting and  dispositive  power as to 59,500  shares  held by
     Tontine Financial Partners, L.P.

(4)  This amount includes shares held directly,  as well as shares  allocated to
     the  accounts of  executive  officers  under the ESOP,  held in  retirement
     accounts, in a fiduciary capacity or by certain entities or family members,
     with respect to which shares the  respective  directors and officers may be
     deemed to have sole  voting  and/or  dispositive  power.  This  amount also
     includes  an  aggregate  of 33,371  shares  subject  to  options  under the
     Company's Stock Option and Incentive Plan (the "Stock Option Plan"),  which
     options are exercisable within 60 days of December 10, 1997.



                                   PROPOSAL I
                              ELECTION OF DIRECTORS

General

         The Company's Board of Directors  currently  consists of eight members,
each of whom is also a director of the  Association.  The Board is divided  into
three  classes,  and  approximately  one-third  of  the  directors  are  elected
annually.  Directors  of the  Company  are  generally  elected  to  serve  for a
three-year term or until their respective successors are elected and qualified.
 
         The following table sets forth certain information,  as of December 10,
1997,  regarding the composition of the Company's Board of Directors,  including
each director's term of office.  The Board of Directors acting as the nominating
committee has recommended and approved the nominees  identified in the following
table.  It is  intended  that the  proxies  solicited  on behalf of the Board of
Directors  (other  than  proxies in which the vote is  withheld as to a nominee)
will be voted at the Meeting FOR the election of the nominees  identified below.
If a nominee is unable to serve,  the shares  represented  by all valid  proxies
will be voted  for the  election  of such  substitute  nominee  as the  Board of
Directors may recommend. At this time, the Board of Directors knows of no reason
why any nominee may be unable to serve, if elected.  Except as disclosed herein,
there are no arrangements or  understandings  between the nominees and any other
person pursuant to which the nominees were selected.



                                                                                              Shares of
                                                                                             Common Stock    Percent
                                          Position(s) Held          Director   Term to       Beneficially       of
   Name                         Age       in the Company            Since(1)   Expire         Owned(2)         Class
   ----                         ---       --------------            --------   ------         --------         -----

                                       NOMINEES
                                                                                             
Gerald W. Free                  58    Vice Chairman,                  1984       2001           29,805         2.90%
                                      President, Chief
                                      Executive Officer and
                                      Director
H.H. Richardson, Jr.            65    Director                        1994       2001            6,656           .65
Jim M. Vaughn, M.D.             85    Director                        1949       2001           54,156          5.28

                                      DIRECTORS CONTINUING IN OFFICE
M. Earl Davis                   59    Director                        1988       1999            6,609           .64
James W. Fair                   72    Director                        1951       1999           15,293          1.49
L. Lee Kidd                     62    Director                        1977       1999           64,156          6.25
Jack W. Flock                   84    Chairman of the Board           1948       2000           34,656          3.38
Charles R. Halstead             70    Director                        1994       2000            5,767           .56
- -------------


(1)  Includes service as a director of the Association.

(2)  Includes  shares  held  directly,  as well  as  shares  held in  retirement
     accounts, in a fiduciary capacity or by certain entities or family members,
     with respect to which shares the respective directors may be deemed to have
     sole or shared  voting  and/or  dispositive  power.  Also  includes  shares
     subject to options  totaling  12,152 for  President  Free, 0 for Mr. Flock,
     1,045  for Mr.  Fair,  and  2,090  for each  remaining  director  under the
     Company's  Stock  Option  Plan  which  are  exercisable  within  60 days of
     December 10, 1997.  The amount  reflected for Mr. Free also includes  6,308
     shares which have been allocated to him under the ESOP.

(3)  30,000 of such shares are owned by a limited partnership, of which Mr. Kidd
     is a limited partner. Mr. Kidd has disclaimed beneficial ownership of these
     securities.


         The  principal  occupation  of each  director  of the  Company and each
nominee for director is set forth below.  All  directors  and nominees have held
their present positions for at least five years unless otherwise indicated.

         Gerald W. Free is the  President  and Chief  Executive  Officer  of the
Company  and the  Association,  a position  he has held  since May 1983.  He was
elected Vice Chairman of both entities in January of 1997.

         H.  H.  Richardson,  Jr.  is the  President  of H. H.  Richardson,  Jr.
Construction Company,  which is involved in home building and development in the
Tyler area.

         Jim M. Vaughn retired in 1993 after 50 years as an  ophthalmologist  in
Tyler.  Dr. Vaughn  recently  retired from the board of trustees of Tyler Junior
College after 40 years of service.  He currently serves on the development board
of The University of Texas at Tyler and The University of Texas Health Center at
Tyler.

         M.  Earl  Davis  is  the  Vice  President  Compliance/Marketing  of the
Association,  a position  he has held since  March  1996.  Prior to taking  this
position  with  the  Association,   he  was  the  Executive  Vice  President  of
Administration  for Tyler Pipe Industries located in Tyler. He served in various
capacities with that company for 32 years.  Tyler Pipe Industries is the largest
manufacturing  firm in East Texas and one of the largest  manufacturers  of cast
iron pipe in the United States.  Mr. Davis also has served on numerous boards of
civic organizations in the Tyler area.

         James W. Fair is involved in real estate development in the Tyler area.
Mr. Fair also is an  investor  in various  oil and gas related  ventures in East
Texas.  Mr. Fair serves as a trustee for Tyler Junior  College,  Director of the
Tyler  Economic  Development  Counsel,  Inc.  and board member of the East Texas
Hospital Foundation, and is a former mayor of Tyler.

         L. Lee Kidd is an  independent  oil and gas operator in East Texas.  In
addition, he is involved in real estate development in the Tyler area.

         Jack W. Flock is Chairman of the Board of Directors,  a position he has
held since 1983.  Mr. Flock is a full-time  practicing  attorney,  of counsel to
Ramey & Flock, P.C. located in Tyler. Prior to his of counsel  relationship,  he
was President of Ramey & Flock,  P.C. Mr. Flock retired in 1995,  after 20 years
as Chairman of the Board of Trustees of Tyler Junior College.

         Charles R.  Halstead  is a  geologist  and is  involved  in oil and gas
related investments in East Texas. Mr. Halstead is a former mayor of Tyler.

Meetings and Committees of the Board of Directors

         Meetings of the  Company's  Board of Directors  generally are held on a
monthly basis.  The Board of Directors met 14 times during the fiscal year ended
September 30, 1997.  During  fiscal 1997,  no incumbent  director of the Company
attended fewer than 75% of the aggregate of the total number of Board  meetings.
The Company has not  established  any  standing  committees  independent  of the
committees of the Association's Board of Directors.

         The  Association's  Board of Directors  generally meets monthly and may
have additional  special meetings upon request of the Chairman of the Board, the
President  or  one-third  of  the  directors.  The  Board  of  Directors  of the
Association met 14 times during the year ended September 30, 1997. During fiscal
1997, no incumbent  director of the  Association  attended fewer than 75% of the
aggregate of the total number of Board meetings and the total number of meetings
held by the  committees of the Board of Directors on which he served.  The Board
of Directors has standing  Executive,  Audit and  Compensation  Committees which
also serve the same functions for the Company's Board of Directors.

         The Executive Committee,  composed of Directors Flock (Chairman), Fair,
Vaughn  and  Free,  generally  meets  on  an  annual  basis  to  discuss  salary
recommendations for all employees. This committee met once in fiscal 1997.

         The Audit Committee, composed of Director Kidd (Chairman),  Richardson,
Fair and  Halstead,  provides for and reviews the Company's  annual  independent
audit. This committee met once during the fiscal year ended September 30, 1997.

         The  full  Board  of  Directors  of the  Company  acts as a  Nominating
Committee  for the annual  selection  of nominees  for  election  as  directors.
Pursuant to the Company's Bylaws, nominations for directors by stockholders must
be made in writing and  delivered  to the  Secretary  of the Company at least 30
days prior to the meeting  and such  written  nomination  must  contain  certain
information  as provided in the Company's  Bylaws.  While the Board of Directors
will  consider  nominees  recommended  by  stockholders,  it  has  not  actively
solicited nominations.

Executive Compensation

         The Company has not paid any  compensation  to its  executive  officers
since its  formation.  The  Company  does not  presently  anticipate  paying any
compensation to such persons until it becomes actively involved in the operation
or acquisition of business other than the Association.

         The executive officers of the Company also hold the same positions with
the Association and receive  compensation  from the  Association.  The following
table sets forth  information  concerning the  compensation  for services in all
capacities to the Association for the year ended September 30, 1997 of its Chief
Executive  Officer.  No other  executive  officer  of the  Association  received
compensation in excess of $100,000 in fiscal 1997.



                                              SUMMARY COMPENSATION TABLE

                                                                                      Long Term
                                                      Annual Compensation           Compensation
                                                     --------------------     -----------------------
                                                                                        Awards
                                                                              -----------------------
                                                                              Restricted  
                                                                                Stock        Options/      All Other    
                                           Fiscal       Salary     Bonus        Award(s)        SARs      Compensation   
Name and Principal Position                 Year       ($)(1)(2)    ($)         ($)(3)          (#)          ($)(4)     
- ---------------------------                 ----       ---------    ---         ------          ---          ------     
                                                                                              
Gerald W. Free, President and Chief         1997       186,368      6,687           ---          ---           4,903
   Executive Officer
                                            1996       173,474     18,000           ---          ---           5,781

                                            1995       162,450     14,000       171,647       30,380           4,050
- ----------------


(1)  Includes  $18,200,  $15,600 and $14,950 in director's fees for fiscal 1997,
     1996 and 1995, respectively.

(2)  Includes  $7,668 which was earned in fiscal 1997 as a result of Mr.  Free's
     salary being  determined,  to a partial extent, by the profitability of the
     Company.

(3)  Based on the  $14.125  closing  price  of the  Common  Stock on the  Nasdaq
     National  Market  on July  26,  1995,  the date of  grant.  The  shares  of
     restricted stock vest in five equal annual installments  subject to certain
     conditions  with the first  installment  having vested on July 26, 1996 and
     the  second  installment  on  July  26,  1997.  Dividends  are  paid on the

     restricted  shares to the extent and on the same date as dividends are paid
     on all  other  outstanding  shares  of the  Common  Stock.  The  dividends,
     however,  are held by the  Company  for the  account of Mr.  Free until the
     vesting of the  underlying  shares.  Based on the $20.50  closing price per
     share of the Common Stock on the Nasdaq  National  Market on September  30,
     1997,  the 9,721  restricted  shares  held by Mr.  Free on such date had an
     aggregate market value of $199,281.

(4)  Consists of term life  insurance  premiums paid by the Company on behalf of
     Mr. Free and a company car.



         No stock  options or stock  appreciation  rights  ("SARs") were granted
during fiscal 1997.


         The following table provides  information as to stock options exercised
by the Company's Chief Executive  Officer during the fiscal year ended September
30, 1997 and the value of the  options  held by the Chief  Executive  Officer on
September 30, 1997.


                             AGGREGATED OPTION EXERCISES IN LAST FISCAL YEAR AND FY-END
                                                    OPTION VALUES

                                                                                   
                                                                Number of          
                                                               Securities                        Value of      
                                                                Underlying                     Unexercised     
                                                               Unexercised                    In-the-Money     
                                                               Options at                      Options at      
                                                               FY-End (#)                     FY-End ($)(1)    
                                                       ---------------------------   ------------------------------
                         Shares Acquired     Value
         Name            on Exercise (#)   Realized    Exercisable   Unexercisable   Exercisable  Unexercisable ($)
                                              ($)          (#)            (#)            ($)
                                                                                     
    Gerald W. Free            ----           ----        12,152          18,228         $77,469        $116,204

- ------------


(1)  Represents  the  aggregate  market value  (market price of the Common Stock
     less the  exercise  price) of the options  granted  based upon the exercise
     price of the option ($14.125 per share) and the closing price of the Common
     Stock  ($20.50  per share) as  reported  on the Nasdaq  National  Market on
     September 30, 1997.

Compensation of Directors

         The Board of Directors of the Company are not paid for their service in
such capacity. Directors of the Association receive fees of $1,300 per regularly
scheduled  meeting  of the  board  and  receive  no fees  for  service  on board
committees.

Employment Agreement

         The  Association  entered into an employment  agreement  with Mr. Free,
effective January 10, 1995, for a three-year term at an annual base salary equal
to his then  current  salary.  While  the  contract  remains  in  force,  salary
increases  will be reviewed not less often than  annually and are subject to the
sole discretion of the Board of Directors. The employment agreement provides for
annual  extensions for one additional year, but only upon express  authorization
by the Board of Directors at the end of each year. The employment agreement also
provides for  termination  upon the  employee's  death,  for cause or in certain
events  specified  by Office  of Thrift  Supervision  ("OTS")  regulations.  The
employment  agreement  is  terminable  by Mr.  Free  upon 90 days  notice to the
Association.

         In the  event  there  is a  "change  in  control"  (as  defined  in the
employment  agreement)  of  the  Company  or  the  Association  and  Mr.  Free's
employment is terminated involuntarily in connection with such change in control
or within 12 months  thereafter,  Mr.  Free is  entitled  to receive  continuing
payments of the salary  payable under the agreement over the portion of the term
of the agreement that would remain but for the termination, plus a payment equal
to 299% of the base amount of  compensation  as defined in the Internal  Revenue
Code of 1986, as amended (the "Code");  provided that total  payments  under the
agreements  must be limited to the maximum  amount that would not cause  certain
adverse tax  consequences  to the Association and Mr. Free under Section 280G of
the Code. Assuming a change in control had taken place as of September 30, 1997,
the  aggregate  amount  payable to Mr.  Free  pursuant to this change in control
provision would have been approximately  $479,895. The employment agreement also
provides  for   participation  in  an  equitable  manner  in  employee  benefits
applicable to executive personnel.

Certain Transactions

         The  Association  has followed a policy of granting  loans to officers,
directors  and  employees,  if such  loans  are made in the  ordinary  course of
business  and on the same terms and  conditions,  including  interest  rates and
collateral,  as those of  comparable  transactions  prevailing  at the time,  in
accordance with the Association's  underwriting  guidelines,  and do not involve
more  than the  normal  risk of  collectibility  or  present  other  unfavorable
features.  Loans to  executive  officers  and  directors  must be  approved by a
majority  of the  disinterested  directors  and  loans  to  other  officers  and
employees must be approved by the Association's loan committee. All loans by the
Association  to  its  directors  and  executive  officers  are  subject  to  OTS
regulations  restricting loan and other  transactions with affiliated persons of
the Association.  Federal law currently requires that all loans to directors and
executive  officers  be made on terms  and  conditions  comparable  to those for
similar transactions with non-affiliates. The Association was in compliance with
this  requirement  and loans to all directors  and executive  officers and their
associates totalled  approximately  $389,814 at September 30, 1997, which amount
was less than 2.0% of stockholders' equity at that date.

                                   PROPOSAL II
                   RATIFICATION OF THE APPOINTMENT OF AUDITORS

         The Board of Directors has renewed the Company's arrangement for Bryant
& Welborn,  L.L.P.  to be its auditors for the 1998 fiscal year,  subject to the
ratification of the appointment by the Company's stockholders.  A representative
of Bryant & Welborn,  L.L.P.  is  expected  to attend the  Meeting to respond to
appropriate  questions and will have an opportunity to make a statement if he so
desires.

         THE BOARD OF  DIRECTORS  RECOMMENDS  THAT  STOCKHOLDERS  VOTE "FOR" THE
RATIFICATION  OF THE  APPOINTMENT OF BRYANT & WELBORN,  L.L.P.  AS THE COMPANY'S
AUDITORS FOR THE FISCAL YEAR ENDING SEPTEMBER 30, 1998.



                              STOCKHOLDER PROPOSALS


         In order to be eligible for inclusion in the Company's  proxy materials
for the next Annual Meeting of  Stockholders,  any stockholder  proposal to take
action at such meeting  must be received no later than August 21,  1998,  at the
Company's main office located at 1200 South Beckham Avenue,  Tyler, Texas 75701.
Any such  proposal  shall be  subject  to the  requirements  of the proxy  rules
adopted under the Exchange Act.


                                  OTHER MATTERS


         The Board of  Directors is not aware of any business to come before the
Meeting  other  than those  matters  described  above in this  Proxy  Statement.
However,  if any other matter  should  properly  come before the Meeting,  it is
intended  that  holders of the proxies  will act in  accordance  with their best
judgment.

         The cost of solicitation  of proxies will be borne by the Company.  The
Company  will  reimburse  brokerage  firms and other  custodians,  nominees  and
fiduciaries for reasonable  expenses incurred by them in sending proxy materials
to the beneficial  owners of Common Stock.  In addition to solicitation by mail,
directors,  officers and regular employees of the Company and/or the Association
may solicit proxies  personally or by telegraph or telephone without  additional
compensation.


                                              By Order of the Board of Directors



                                              /s/Gerald W. Free
                                              -----------------
                                              Gerald W. Free
                                              Vice Chairman, President and Chief
                                              Executive Officer

Tyler, Texas
December 23, 1997


                                 REVOCABLE PROXY
                       EAST TEXAS FINANCIAL SERVICES, INC.

[ X ] PLEASE MARK VOTES AS IN THIS EXAMPLE

                         ANNUAL MEETING OF STOCKHOLDERS
                                JANUARY 21, 1998

  The undersigned hereby appoints the Board of Directors of East Texas Financial
Services,  Inc. (the  "Company"),  and the survivor of them, with full powers of
substitution,  to act as attorneys and proxies for the  undersigned  to vote all
shares of Common Stock of the Company which the  undersigned is entitled to vote
at the Annual Meeting of Stockholders (the "Meeting"), to be held at the company
offices located at 1200 S. Beckham  Avenue,  Tyler,  Texas, at 2:00 p.m.,  local
time,  on January 21, 1998,  and at any and all  adjournments  or  postponements
thereof, as follows:

I. The election of the following  directors  for  three-year  terms:  (except as
marked to the contrary below):

   Gerald W. Free, H.H. Richardson, Jr. and Jim M. Vaughn, M.D.

   [   ] FOR        [   ] WITHHOLD         [   ] FOR ALL EXCEPT

INSTRUCTION: To withhold authority to vote for any individual nominee, mark "For
All Except" and write that nominee's name in the space provided below.

- --------------------------------------------------------------------------------

II.  The  ratification  of the  appointment  of  Bryant  &  Welborn,  L.L.P.  as
independent  auditors for the Company for the fiscal year ending  September  30,
1998.

   [   ] FOR                  [   ] AGAINST                   [   ] ABSTAIN

  In their  discretion,  upon such other matters as may properly come before the
Meeting or any adjournment or postponement thereof.

     THE BOARD OF DIRECTORS RECOMMENDS A VOTE "FOR" THE LISTED PROPOSITIONS.

- --------------------------------------------------------------------------------
THIS PROXY WILL BE VOTED AS DIRECTED, BUT IF NO INSTRUCTIONS ARE SPECIFIED, THIS
PROXY  WILL BE VOTED  FOR THE  PROPOSITIONS  STATED.  IF ANY OTHER  BUSINESS  IS
PRESENTED AT SUCH MEETING, THIS PROXY WILL BE VOTED BY THOSE NAMED IN THIS PROXY
IN THEIR BEST JUDGMENT.  AT THE PRESENT TIME, THE BOARD OF DIRECTORS KNOWS OF NO
OTHER BUSINESS TO BE PRESENTED AT THE MEETING.
- --------------------------------------------------------------------------------

          Please be sure to sign and date this Proxy in the box below.

- --------------------------------------------------------------------------------
                                      Date

- --------------------------------------------------------------------------------
                             Stockholder sign above

- --------------------------------------------------------------------------------
                          Co-holder (if any) sign above


    Detach above card, sign, date and mail in postage paid envelope provided.

                       EAST TEXAS FINANCIAL SERVICES, INC.

           THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS

  Should the above  signed be present and elect to vote at the Meeting or at any
adjournment or postponement  thereof, and after notification to the Secretary of
the  Company at the Meeting of the  stockholder's  decision  to  terminate  this
Proxy,  then the power of such attorneys and proxies shall be deemed  terminated
and of no further force and effect.

  The above signed acknowledges receipt from the Company, prior to the execution
of this  Proxy,  of a Notice of the  Meeting,  a Proxy  Statement  and an Annual
Report to Stockholders.

  Please sign exactly as your name appears  above on this card.  When signing as
attorney,  executor  administrator,  trustee or guardian,  please give your full
title. If shares are held jointly, each holder should sign.

                               PLEASE ACT PROMPTLY
                     SIGN, DATE & MAIL YOUR PROXY CARD TODAY