A man lost his life in an early morning house fire in Northwest Fresno. It broke out around 12:30 Thursday morning at a home on Rialto near Marks. It started with Fresno Police answering an unknown emergency call. Officers said the caller was coughing and not speaking very clear. When officers arrived, they saw the flames and called the fire department. Firefighters made their way throughout the home finding a man they just couldn't save. Rich Cabral with the Fresno Fire Department said, "This is really a shame.