Wairoa Mayor Craig Little has declared a Local State of Emergency for the district.
The declaration at 11pm followed what Wairoa District Council called "significant flooding across the district, with rising river levels affecting homes, businesses, farms, roads and essential services."
Some communities have become isolated and "a number of residents have already been evacuated from affected areas to ensure their safety," the council said in a Facebook post.
"Declaring a State of Emergency allows emergency services and response agencies to work together quickly and effectively to protect people, coordinate resources, and support our communities as the situation continues to develop.
"If you live in a low-lying or flood-prone area and are concerned for your safety, please do not wait.
"Leave early and move to higher ground, stay with family or friends, or head to the Wairoa War Memorial Hall, which remains open as an evacuation centre.
"Please avoid unnecessary travel, follow all road closures, and never drive through floodwater. Keeping the roads clear allows emergency services and response crews to get where they are needed most."
Declaration follows alerts and warnings
Earlier on Thursday night, Wairoa residents received an emergency alert as floodwaters began to rise in low-lying areas.
People between Outram and Grant Streets, and Kopu Road and Apatu Street were advised to leave immediately, taking essential items and pets.
The council had said floodwater was beginning to come across Kopu Rd, and the road was closed in the Sturdee St area.
It comes amid an orange heavy rain warning for the ranges of Hawke's Bay, north of Napier, that is in place until 9am Friday.
MetService said: "Expect 100 to 130mm of rain on top of what has already fallen. Peak rates of 10 to 20 mmh expected today."
The council had previously warned residents to be ready to leave at a moment's notice - concerned about the lower catchment of the Wairoa River.
It said police will be door knocking properties in the area to ensure residents are aware of the changing conditions and to assist anyone who may need to evacuate.
Modelling showed overnight river risk
Following discussions with its flood modellers on Thursday evening, the council said there are increasing concerns that river levels could rise significantly overnight.
Its concern was the lower catchment of the Wairoa River.
"While the Wairoa River mouth is open, outgoing water and rising flow is competing against large 3m-4m swells coming in from the coast," it said.
"More water is also expected to flow into the Wairoa River from the upper catchments, with further heavy rain forecast overnight."
High tide was expected around 12.47am on Friday, with intense periods of rain until 3am.
Mayor Little said the emergency operations centre has been stood up and will be monitoring the situation through the night.
A heavy rain warning is in place until tomorrow morning for the ranges of Hawke's Bay north of Napier.

