PLO 100 - Follow a bluff through??

[Elrazor]

No reads on UTG. SB is a calling station running 48/9/1.68 and going to SD 32% - i cant get my head round how he is a winning player, he only every agros the nuts and calls river bets very light at times - my notes specifically say 'do not bluff' and 'pot made hands' for this reason, so have i played this badly, and can i bluff the total brick of a river??

Cryptologic
Pot Limit Omaha Ring game
Blinds: $0.50/$1
5 players
Converter

Stack sizes:
UTG: $187.19
CO: $142.20
Button: $77.65
SB: $143.30
Hero: $149.90

Pre-flop: (5 players) Hero is BB with J[img]/images/graemlins/club.gif[/img] 7[img]/images/graemlins/club.gif[/img] J[img]/images/graemlins/spade.gif[/img] Q[img]/images/graemlins/spade.gif[/img]
<font color="#cc0000">UTG raises to $3.5</font>, 2 folds, SB calls, Hero calls.

Flop: 7[img]/images/graemlins/spade.gif[/img] K[img]/images/graemlins/spade.gif[/img] Q[img]/images/graemlins/heart.gif[/img] ($10.5, 3 players)
SB checks, <font color="#cc0000">Hero bets $10.5</font>, UTG folds, SB calls.

Turn: T[img]/images/graemlins/heart.gif[/img] ($31.5, 2 players)
SB checks, <font color="#cc0000">Hero bets $31.5</font>, SB calls.

River: 3[img]/images/graemlins/club.gif[/img] ($94.5, 2 players)
SB checks, <font color="#cc0000">Hero???</font>