A father who "doted" on his children is believed to have died alongside several members of his family when a blaze ripped through a farmhouse in rural Wales.
Emergency crews will continue to scour the wreckage of the remote property at Llangammarch Wells, Powys, in an effort to identify the victims.
Neighbours said David Cuthbertson, who was known as Dave and thought to be in his 60s, was among those to perish in the fire.
Police said there had been fatalities but due to the severity of the damage they were unable to confirm how many people had been killed.
A neighbour raised the alarm shortly after midnight on Monday and three children, aged 13, 12, and 10, managed to escape unharmed but police say "a number of people" are missing.
A fundraising page in support of the family has already reach over £5,000.
Ron Birchall, 73, who lives at the former Aberceiros Inn in the village, said: "He (Mr Cuthbertson) was a great guy.
"All I can say is that he was a great father who loved his kids and doted on them."
Mr Birchall said he had known Mr Cuthbertson since he first moved to the village 15 years ago.
Mr Birchall said he and his wife Rosemary knew nothing about the incident until they woke up in the morning - even though around 20 emergency vehicles had parked at the pub.
"The village is devastated. We didn't realise anything had happened in the early hours and we didn't know anything until we got up at 6am," he said.
"We live quite close and didn't hear a thing until this morning. We just couldn't believe it."
Mr Birchall said Mr Cuthbertson was separated from his partner who had moved away after suffering a stroke.
"The village people are devastated and just can't believe it. I've seen on the news the extent of the fire and it is just a shell," Mr Birchall said.
"Very, very sad."
County Councillor Tim Van-Rees, who represents the area, spoke of the community's shock at the devastating loss of life.
Chief Superintendent Richard Lewis, of Dyfed Powys Police, said the three children who escaped were being treated in hospital but do not have life-threatening injuries.