Plumes of black smoke and flames can be seen coming from Papamoa this afternoon.
Fire and Emergency New Zealand started receiving calls to a "well-involved" house fire in Papamoa at 1.15pm.
Fire and Emergency New Zealand northern fire communications shift manager Kaisey Cook says they have notified police and ambulance.
A caller to the 0800 SUNLIVE news hotline says there is a house fire on Lyn Grove.
Another person on The Strand says they can see large clouds of smoke.
A reader messaged the SunLive Facebook page saying that the fire is getting bigger.
SunLive are working to get more information.
At the scene? Call 0800 SUNLIVE or email photos to firstname.lastname@example.org