Motorola Moto G XT1031 restarts each time

hi I have a Motorola Moto G XT1031

I tried to return to an old update

Recovery mode never shows up even after it's selected and restarts

I was attempting to install a custom rom and now I can't even get into recovery mode. The option comes up after entering the bootloader but then it just reboots to the bootloader screen. If I pick normal boot it does the exact same thing. Any help much appreciated.