Hero (530) : Probably a tag image, I'm playing an average amount of hands and raising a fair amount. Haven't shown down any hands I got out of line.

V (200) : A reg I've played with before. Rarely gets out of line, we typically don't get into many hands together. Generally bets raises with the 2nd nuts+.

Hand:

UTG+1 makes it 7
V calls from the HJ
Hero 3bets with AA to 25
Only V calls

Flop (50) - JJ5

Hero bets 35
V calls

Turn (120) - 7

Hero bets 65
V calls

River (250) - 6

Hero?

My thought at this point is what do I beat against this reg. I know he's never folding at this point, and the board gave me a horrible runout. I consider betting, but feel like I'm turning my hand into a bluff and only getting called/raised by better.

I consider checking because I'm calling nearly all bets <1/2PSB. There will also be the possibility V checks through since he generally only bets with the 2nd nuts+.

Thoughts?

I probably would have 3bet more than $25. Somewhere like $35 $40.

AP. On the river, I'd bet $65 again and if he raised then I'd probably fold. More of a defensive bet.

If I'm reading your post correct villain only has 75 behind on river. So your only options really are ck fold or just put him in. I think your stuck on this one unless your read is that strong that he has to have it

villain started w/200

river is a shove, not sure why op says this is a horrible runout? he shouldn't even have many J's here

My bad: ($200 effective). Then, yes, river shove:
If he has a AJ, KJ QJ, then so be it. That's why I think a raise more pre would have been better.

I don't think the runout on the board is all that bad as I wouldn't think V is calling PF & OTF with 89 or 43. But I would pout him on AJ, KJ, QJ or even JT in position. 3betting larger PF to $40 I think is the better play IMO.

He's got $75 left by the river, less than 1/2 PSB. You said you would call that anyway so might as well take the lead here and put him in. If he flips a Jx, or even 55 then bummer but I think you can't fold unless you can pin him on these exact holdings.

I am def. getting it in as played hes calling off with 88-qq