God loves, but not because we deserve it or have earned it. The reason is simply that God is love, therefore God loves. We are soul, God's creation, and It loves us because that is Its nature. We have to recognize that we , as Soul, must one day come into the fulfillment of our spiritual being too. We, as Soul, must become love.
We can never become God, but we can become godlike. In becoming godlike, we begin to share this divine quality of unconditional, no-string-attached love. It's the kind of love that continues even when the person gives us nothing back. We just love. Sometimes it is called goodwill, which is a good way to give love to the world.
Of course, even though we give goodwill to our family members, we also give human love. This is the warm love that sometimes slip into imposing conditions; it is a normal human trait. When we are among our loved ones, we see each other's dirty laundry and faults. We can't always hold ourselves to the high state of divine love, moment by moment. It is not within us because we simply have not reached that spiritual state. But what we can do is set our sights to entering into the state of divine love permanently.
Hope this interests you.