EAST TEXAS FINANCIAL SERVICES INC
DEF 14A, 1996-12-30
SAVINGS INSTITUTION, FEDERALLY CHARTERED
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                       EAST TEXAS FINANCIAL SERVICES, INC.

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





                                                               December 23, 1996





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 22, 1997 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 two 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 1996 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
President and Chief Executive Officer
<PAGE>
                       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 22, 1997

         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 22, 1997 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 two 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, 1997.

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 11, 1996 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
President and Chief Executive Officer

Tyler, Texas
December 23, 1996


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.
<PAGE>
                                 PROXY STATEMENT

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


                         ANNUAL MEETING OF STOCKHOLDERS
                                January 22, 1997


         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 second 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 22, 1997 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,  1996.  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 two  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, 1997.

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.
<PAGE>
         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 11, 1996
will be  entitled  to one vote for each share then  held.  As of that date,  the
Company had 1,079,285  shares of Common Stock  outstanding.  The following table
sets forth, as of December 11, 1996,  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."
<TABLE>
<CAPTION>
                                                  Shares             Percent
                                                Beneficially           of
         Beneficial Owner                         Owned              Class
         ----------------                         -----              -----
<S>                                              <C>                  <C>
East Texas Financial Services, Inc.               97,215(1)            9.01%
Employee Stock Ownership Plan
1200 South Beckham Avenue
Tyler, Texas 75701

The SC Fundamental Value Fund, L.P.              100,000               9.27
SC Fundamental Value BVI, Inc.
SC Fundamental Inc.
Gary N. Siegler
Peter M. Collery(2)
c/o Stephen M. Davis, Esq.
Werber McMillin & Carnelutti
A Professional Corporation
711 Fifth Avenue
New York, New York  10022

So Gen International Fund, Inc.                  104,000(3)            9.64
Societe Generale Asset Management Corp.
1221 Avenue of the Americas
New York, New York 10020

All directors and executive                      270,976(4)            25.11
 officers (10 persons) as a group

- ---------------
<PAGE>

(1)  The amount  reported  represents  shares  held by the East Texas  Financial
     Services, Inc. Employee Stock Ownership Plan (the "ESOP"), 20,895 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 by Messrs. Siegler and
     Collery,  both of whom  are  executive  officers  and  directors  of The SC
     Fundamental  Value  Fund,  L.P.,  SC  Fundamental  Value BVI,  Inc.  and SC
     Fundamental  Inc., is as reported by them in a statement  dated January 19,
     1995 on  Schedule  13D  under the  Securities  Exchange  Act of 1934.  Both
     Messrs. Siegler and Collery reported sole voting and dispositive power over
     no shares and shared voting and dispositive power over 100,000 shares. Both
     The SC Fundamental  Value Fund, L.P. and SC Fundamental Inc.  reported sole
     voting  and  dispositive  power  over  no  shares  and  shared  voting  and
     dispositive  power over  64,750  shares.  SC  Fundamental  Value BVI,  Inc.
     reported sole voting and dispositive power over no shares and shared voting
     and dispositive power over 32,250 shares.
(3)  The above  information  regarding  beneficial  ownership  is as reported by
     SoGen  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.
(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  investment  power.  This  amount  also
     includes  an  aggregate  of 16,163  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 11, 1996.
</TABLE>
<PAGE>
                                   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 11,
1996,  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.
<PAGE>
<TABLE>
<CAPTION>
                                                                                             Shares of
                                                                                            Common Stock      Percent
                                         Position(s) Held           Director   Term to     Beneficially         of
            Name                Age      in the Company             Since(1)   Expire         Owned(2)        Class
            ----                ---      --------------             --------   ------         --------        -----
<S>                             <C>   <C>                              <C>        <C>           <C>           <C>
NOMINEES

Jack W. Flock                   83    Chairman of the Board            1948       2000          33,611         3.11%
                                                                                                                
Charles R. Halstead             69    Director                         1994       2000           5,161         0.48


DIRECTORS CONTINUING IN OFFICE


Gerald W. Free                  57    President, Chief Executive       1984       1998          21,671         2.01
                                      Officer and Director
M. Earl Davis                   58    Director                         1988       1999           5,136         0.48

H.H. Richardson, Jr.            64    Director                         1994       1998           5,611         0.52

Jim M. Vaughn, M.D.             84    Director                         1949       1998          53,111         4.92

James W. Fair                   71    Director                         1951       1999          63,111         5.85

L. Lee Kidd                     61    Director                         1977       1999          63,111(3)      5.85

(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 investment power. Also includes shares subject
     to options of 6,076 and 1,045 under the  Company's  Stock Option Plan which
     are  exercisable  within 60 days of December 11, 1996 to President Free and
     each non-employee director, respectively. The amount reflected for Mr. Free
     also includes 4,250 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.
</TABLE>

         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.

         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.

         Gerald W. Free is the  President and Chief  Executive  Officer of First
Federal, a position he has held since May 1983.
<PAGE>
         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 First
Federal,  a position he has held since March 1996. Prior to taking this position
with First Federal,  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.


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 12 times during the fiscal year ended
September 30, 1996.  During  fiscal 1996,  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 12 times during the year ended September 30, 1996. During fiscal
1996, 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 like 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 1996.

         The Audit  Committee,  composed of Directors  Kidd  (Chairman),  Davis,
Richardson and Free,  provides for and reviews the Company's annual  independent
audit. This committee met once during the fiscal year ended September 30, 1996.
<PAGE>
         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, 1996 of its Chief
Executive  Officer.  No other  executive  officer  of the  Association  received
compensation in excess of $100,000 in fiscal 1996.
<TABLE>
<CAPTION>
                                              SUMMARY COMPENSATION TABLE
                                                                                   Long Term
                           Annual Compensation                                   Compensation
                                                 Awards
                                                                            Restricted
                                                                               Stock       Options/      All Other
                                          Fiscal      Salary      Bonus      Award(s)        SARs       Compensation
       Name and Principal Position         Year       ($)(1)       ($)        ($)(2)         (#)           ($)(3)
       ---------------------------         ----       ------       ---        ------         ---           ------
<S>                                        <C>        <C>         <C>         <C>          <C>              <C>
Gerald W. Free, President and Chief        1996       173,474     18,000        ---          ---            5,781
   Executive Officer
                                           1995       162,450     14,000      171,647      30,380           4,050

                                           1994       146,000     15,600        ---          ---            3,678


(1)  Includes  $15,600,  $14,950 and $9,100 in director's  fees for fiscal 1996,
     1995 and 1994, respectively.
(2)  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.
     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 $15.50
     closing price per share of the Common Stock on the Nasdaq  National  Market
     on September 30, 1996, the 9,721 restricted shares held by Mr. Free on such
     date had an aggregate market value of $150,676.
(3)  Consists of term life  insurance  premiums paid by the Company on behalf of
     Mr. Free and a company car.
</TABLE>
<PAGE>
         No stock  options or stock  appreciation  rights  ("SARs") were granted
during fiscal 1996.


         The following table provides  information as to stock options exercised
by the Company's Chief Executive  Officer during the fiscal year ended September
30, 1996 and the value of the  options  held by the Chief  Executive  Officer on
September 30, 1996.
<TABLE>
<CAPTION>


                              AGGREGATED OPTION EXERCISES IN LAST FISCAL YEAR AND FY-END
                                                    OPTION VALUES
                                                                                                  Value of
                                                                 Number of                      Unexercised
                                                                 Securities                     In-the-Money
                                                                 Underlying                      Options at
                                                                Unexercised                    FY-End ($)(1)
                                                                 Options at
                                                                 FY-End (#)
                         Shares Acquired     Value
         Name            on Exercise (#)    Realized    Exercisable    Unexercisable   Exercisable     Unexercisable
                                              ($)           (#)             (#)            ($)              ($)
         ----            ---------------    --------    -----------    -------------   -----------     -------------
<S>                           <C>             <C>          <C>            <C>             <C>             <C>
    Gerald W. Free            ----            ----         6,076          24,304          $8,355          $33,418


(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  ($15.50  per share) as  reported  on the Nasdaq  National  Market on
     September 30, 1996.

</TABLE>

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.
<PAGE>
         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, 1996,
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  $446,125 at September 30, 1996, which amount
was less than 1.0% 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 1997 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, 1997.
<PAGE>

                              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 23,  1997,  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
President and Chief Executive Officer

Tyler, Texas
December 23, 1996
<PAGE>
                                 REVOCABLE PROXY

                       EAST TEXAS FINANCIAL SERVICES, INC.
                         ANNUAL MEETING OF STOCKHOLDERS
                                January 22, 1997



         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
company offices located at 1200 S. Beckham Avenue,  Tyler,  Texas, at 2:00 p.m.,
local  time,  on  January  22,  1997,  and  at  any  and  all   adjournments  or
postponements thereof, as follows:


         I.       The election of the following
                  directors for three-year terms:

                                                      FOR      WITHHELD

                  JACK W. FLOCK                       [  ]      [  ]

                  CHARLES R. HALSTEAD                 [  ]      [  ]


                                                      FOR      AGAINST   ABSTAIN

         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, 1997.



         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.
<PAGE>
           THIS PROXY IS SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS 


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




Dated:  ____________________________


- ------------------------------                    ------------------------------
PRINT NAME OF STOCKHOLDER                         PRINT NAME OF STOCKHOLDER




- ------------------------------                    ------------------------------
SIGNATURE OF STOCKHOLDER                          SIGNATURE OF STOCKHOLDER



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 PROMPTLY COMPLETE, DATE, SIGN AND MAIL THIS PROXY IN THE
                         ENCLOSED POSTAGE-PAID ENVELOPE



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