3/6 Live bluff on 4 spade board

[Guitarmy]

Ok this is 3/6 NL live and I have about 700$ and villan has about 600$. He has been playing very loose passive and previously I saw him call a raise out of position on a flush draw and when it hit he immediately bet out with his made flush which when showed down was T2d.

Im on the button with 9 [img]/images/graemlins/heart.gif[/img]7 [img]/images/graemlins/heart.gif[/img]

All fold to CO who raises to 30$ I call, BB(villian) calls.

pot is about 90.

FLOP: 10 [img]/images/graemlins/club.gif[/img] 7 [img]/images/graemlins/spade.gif[/img]3 [img]/images/graemlins/spade.gif[/img]

BB checks, CO checks, I bet 75$, BB calls, CO folds.

Pot 240

Turn: 6 [img]/images/graemlins/spade.gif[/img]

BB checks, I bet 120$, BB calls. I picked up a gut shot here and I figured based on my read that vilian would bet out if he was on the draw and since he didnt i could represent.

River: 10 [img]/images/graemlins/spade.gif[/img] POT 480

BB checks, Hero? I figure i cant win this hand at showdown, and he needs the A [img]/images/graemlins/spade.gif[/img] ( at least) to call.

[riverspecialist]

loose? i dont bluff very much against loose players. he might call, expecting to loose, just to show you his T so he can cry.