Four firefighters wearing breathing apparatus found the woman in the rear bedroom of the burning Clayton Rd house soon after midnight.
Six occupants were taken to Rotorua Hospital for minor smoke inhalation. Two ambulances attended the fire but St John said none of the injuries was serious.
Assistant fire commander Nigel Richards said the woman may have been trying to escape when she was overcome.
The house was well alight when firefighters got there, he said.
"Four firefighters wearing breathing apparatus entered the building knowing there was someone missing inside, to carry out our normal search procedure and unfortunately found the deceased in a rear bedroom of the house."
He said the house had no smoke alarms.
"This is a message we really need to get across. Whether you have just moved into your house, whether you have been in your house for 20 years, whether you are staying with friends, whether you are on holiday, for God's sake get yourself a smoke alarm, at least in your sleeping accommodation."
Mr Richards said whenever he travelled he took a smoke alarm and put it beside his bed.
"Smoke alarms are nearly always lifesavers - 99.9 per cent out of 100 they are lifesavers and it is a simple thing to do.
"It is sad. They save lives but they save property too but that is a secondary thing. We are looking at saving lives."
He said some people may qualify for free smoke alarms, but even if there was a small charge the Fire Service would offer advice at any home to reduce the fire risk.
The house was severely damaged and would probably be demolished. The cause of the fire had yet to be determined.
- NZPA
'For God's sake, get a smoke alarm'
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