I don't go to the clubs anymore really, but I'm pretty sure that across the spectrum of gay and straight, the most important thing is confidence. That's probably why your friend has more luck, confidence is sexy. Looks are damn important too, don't get me wrong, but I used to get hit on/cruised by gay guys in the clubs fairly frequently before transitioning when I had been popular with the ladies that night and feeling good about myself. The nights I had been keeping more to myself and just talking to the couple people I knew, I don't know that I was even getting checked out. I don't really have any tips on projecting gay male energy though, I'm bisexual, but never went to the clubs to meet men, and wasn't interested in any attention I received from them, other than feeling briefly flattered. What I do know is that most gay men are very forward and not at all subtle in expressing their interest, which is where confidence would factor in again.