More than 100 firefighters are battling an enormous blaze at a block of flats, with flames and plumes of black smoke seen billowing into the air.
Residents in pyjamas were reportedly spotted outside the complex in Kent this morning as 15 fire engines were dispatched to tackle the huge fire .
Crews wearing breathing apparatus are currently trying to put out the blaze, using main jets, compressed air foam and water from hydrants.
Dramatic photos and videos from the scene show the top of the three-storey block engulfed by flames, with large parts of the building destroyed.
One local, Daniel Pritchard, told Kent Live that the smoke was "really bad".
Referring to footage of the blaze, he said: "I had work friends who were there at 6.45am, and the flames were about a third of the size as they were in the video.
"It's spread really quickly.
"There were people in their PJs going to the M&S garage this morning as well."
He added that everyone he knows is safe and well.
Others were taking to social media to express their shock and concern at the fire, which broke out at Berkeley Homes's Holborough Lakes community in Snodland.
Aaron Roffe wrote on Twitter: "Terrible scenes this morning @HolboroughLakes, praying there are no injured. Thoughts with all residents affected. @ BerkeleyGroupUK."
Meanwhile, a man called Les posted an image of the ferocious blaze, writing: "S***. Fire at Holborough Lakes this morning. Not looking good :-(."
And Matthew Smith said: "Huge fire at Holborough Lakes. Hoping our flat is ok."
Eyewitness Andrew Holt claimed smoke was visible from more than a mile away.
"I was heading to the estate where the fire was, for a 7am driving lesson," he said.
"My pupil lived round the back of the building that was on fire - I couldn't get to him and he couldn't come out, on advice from the fire and rescue service.
"They were there on the scene just scene just seconds behind me.
"The building is pure timber construction, and went up like November 5.
"Some residents were walking around in gowns, but bare footed.
"Hopefully there are no casualties."
Kent Fire and Rescue Service said in a statement: "Firefighters are continuing to tackle a large fire involving a three storey block of flats in Pollyfield Close, Snodland. 15 fire engines are on the scene, as well as two height vehicles and a water management unit.
"Crews wearing breathing apparatus are fighting the fire with main jets, compressed air foam and water from hydrants. The cause of the fire is not yet known."
A spokesman from Kent Police said: "Kent Police was called at 7.04am following reports of a fire in a block of flats in Pollyfield Close, Snodland.
"Kent Fire and Rescue are at the scene working to extinguish the fire and SECAMB are also at the scene. Officers are at the scene assisting with road closures at Manley Boulevard."
Berkley describes the Holborough Lakes development as "an exclusive community of new homes in the heart of Kent".
"Set around a series of freshwater lakes and attractive landscaping, it offers an exceptional collection of houses and apartments, leisure facilities and Valley Invicta Primary School," the firm states on its website.
Comments