We can factor this by using grouping. Take the leading coefficient and multiply it by the constant. In this case we get 5*-7 = -35.
Now we need 2 numbers that add to 2 and multiply to be -35. The numbers are -5 and 7.
So split the 2r into these two terms and group.
(5r^2 - 5r) + (7r - 7)
Factor both groups.
5r(r-1) + 7(r-1)
The factors of (r-1) can be added together to get the answer.
(r-1)(5r+7)
