God's familial, covenant love is not universal since his love is conditional in nature. God loves the righteous (Ps 146:8) and He loves those who love Him and keep his commandments (Jn 10:17; 14:21; 15:10; 16:27), etc., etc.
When we tell people that "God loves YOU", that could well be a very misleading statement (since we don't know who the elect are), given the conditional nature of his love. And it could even lead to serious consequences for the hearer if he believes that falsehood because he'll be under the impression that God loves him with all his spiritual warts, leprosy, uncleaness, etc. And since God loves me just as I am, then what incentive would the hearer have to want to change what he is and become something new instead? The love universalists actually do much harm to the gospel and to the hearer thereof.