EAST TEXAS FINANCIAL SERVICES, INC.


   1200 South Beckham o P. O. Box 6910 o Tyler, TX 75711-6910 o 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, October 21, 1998
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                       EAST TEXAS FINANCIAL SERVICES, INC.
                             DECLARES CASH DIVIDEND

Tyler, Texas, October 21, 1998, --- East Texas Financial Services, Inc. (NASDAQ:
ETFS),  the holding  Company for First Federal  Savings and Loan  Association of
Tyler,  Texas, today has announced that the Company has declared a cash dividend
of $0.05 per share for the quarter ended  September 30, 1998.  The dividend will
be payable on November 25, 1998,  to  stockholders  of record as of November 11,
1998.

As of September 30, 1998, the Company had outstanding 1,464,056 shares of stock.
During the quarter  ended  September  30, 1998,  shares of the  Company's  stock
traded between $13.00 per share and $15.50 per share.

First Federal Savings and Loan Association serves primarily Smith County, Texas,
through  its two full  service  retail  banking  offices  located  in Tyler  and
Whitehouse and two loan production offices located in Tyler and Lindale.

First Federal Savings and Loan Association  anticipates  opening a new branch in
the early part of 1999. President and CEO, Gerald W. Free, stated, "in an effort
to offer  additional  products  and services to our  existing  customers  and to
attract new customers,  First Federal will be opening an additional full service
commercial banking office located at 7205 S. Broadway."

The  Company's  stock is traded under the symbol  "ETFS" on the NASDAQ  National
Market System and is listed in most daily newspapers as "EastTxFnl".


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                    Serving the Financial Needs of East Texas