EAST TEXAS FINANCIAL SERVICES, INC.
________________________________________________________________________________

           1200 South Beckham o P. O. Box 6910 o Tyler, TX 75711-6910
                         903-593-1767 o Fax 903-593-1094


                                  NEWS RELEASE


For verification, contact: Gerald W. Free, Vice Chairman/President/CEO
                           Derrell W. Chapman, Vice President/COO/CFO

Telephone:        (903) 593-1767
Fax:              (903) 593-1094

For immediate release, February 24, 1998
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                       EAST TEXAS FINANCIAL SERVICES, INC.
                          DECLARES 3 FOR 2 STOCK SPLIT
                                IN THE FORM OF A
                               50% STOCK DIVIDEND

Tyler, Texas, February 24, 1998, - - - Gerald W. Free, Vice Chairman,  President
and CEO of East Texas Financial  Services,  Inc. (Nasdaq NMS: ETFS), the holding
company  for  First  Federal  Savings  and Loan  Association  of  Tyler,  Texas,
announced  today that the Company had declared a 3 for 2 stock split in the form
of a 50% stock dividend  payable on March 25, 1998, to stockholders of record on
March  11,  1998.  Under  the  terms of the  stock  split in the form of a stock
dividend, East Texas Financial Services' shareholders will receive a dividend of
three  shares for every two shares held on the record  date.  Fractional  shares
created by the stock dividend will be paid in cash. The dividend will be paid in
authorized but unissued shares of the common stock of the Company.

The par value of East Texas  Financial  Services'  stock will not be affected by
the split and will remain at $.01 per share. The Company  anticipates the number
of  outstanding  shares  of  stock  after  the  split  will  be  increased  from
approximately 1,026,366 to approximately 1,539,549.

Mr. Free stated that,  "the Board of Directors  has declared this stock split to
reduce its price per share and to increase its market  liquidity for the purpose
of enhancing the securities' appeal to investors."




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