Third hand of new live game playing 1-2 NL no reads.

UTG raise to $10.
Fold to hero in mp with KK.
Hero three bets to $25.
Folded to UTG villion who calls.
1094chs rainbow flop.
Villain checks.
Hero bets $35.
Villain calls.
Turn 2s.
Villain checks.
Hero checks.
River Kh.
Villain bets $75.

I consider just calling, but think it's too weak. My thought is we lose too much value from smaller sets. We are losing to only QJ, and although I think it's definitely in his range, I think 99, 1010, 44 also belong in there. My main question when processing try hand was whether villain could call pre flop oop with QJ, and whether villain would check the turn with sets.