Emergency services are at the scene of a house fire in Welcome Bay.

A caller to the 0800 SUNLIVE news hotline says the smell of smoke is in the air.

"Firefighters and police are at a property on Homestead Place.

"It looks pretty bad."

Photos sent to SunLive show black charring on the outside of the house and firefighters working at the scene.

Fire and Emergency New Zealand northern fire communications shift manager Carren Larking says they received multiple calls to the fire this morning.

'We have three fire appliances in attendance.

'It's a two level residential house about 250 square metres.

'Well involved in fire.

'Called to the incident at 9.53am.”

People are being advised to avoid the scene to allow emergency services to work.

Smoke seen billowing from the fire in Welcome Bay. Photo: Ayva Renzenbrink.