Fire crews from around the Bay of Plenty were heading to Kaingaroa after being called to the township at 6.01pm. A Fire and Emergency NZ spokesman said fighters are attending a "well involved" house fire in Kaingaroa on Daniel St and it was believed a person is in the house.
Two fire engines are at the scene and five more from Rotorua and Ngongotahā are on the way, he said.
A police media spokeswoman said police had been notified but were not required to attend at this stage.
A St John media spokeswoman said the ambulance service was notified about the fire but was not required to attend. No further details could be provided.