Real love is a choice. Its not something you "fall" into. Love is not an emotion either. It is a choice from the heart. Lust, however, is what many people "fall" into.
Lust is an emotion that most people have at the beginning of a relationship. If you choose to love a person, when the lust fades, things will not change... But if you do not truly love that person, it will end up being an empty relationship.