I think that it is easier to love. You have control over your love, and you can choose who to give some to, and even how much (love for a friend vs a love for someone who have a crush on vs love for family, etc.).
However, to be loved, you earn that love from others. Basically like respect...you don't go out handing people respect without a reason for it, and so that is the same with love. There may be someone who acts like they love you, but in the end, that may as well be false, for they may like you for your money, looks, etc. and not for your true self. Speaking of true self, it is really hard for you to reveal your true self to others sometimes...you may reveal that to someone who you really like, but usually not to a casual friend. So if that's the case, what's giving other people motivation and reason(s) to love you?