If the only time you call your off-leash dog is to go home, the "come" command is quickly associated with ending fun, and it may result in your dog deciding there's nothing in it for him to mind you. You need to train your dog to understand that if he comes, it doesn't mean an end to the fun. But if he doesn't, then there is work to do. Here's how to do it:
When out on a walk, begin calling your dog to you when he is not focused on anything else (such as a squirrel). This way, you set a pattern of giving him praise when he comes and sits for you. Provide a treat and lots of praise (or just praise if you haven't any treats) if he sits close enough that you can also touch his collar. Otherwise, he might learn to run off when you reach for him. Try for at least 10 recalls on each off-leash walk.
For the next step, have your dog drag a 20-foot leash that you can step on if he ignores your recall request. This makes it easier to insist that he come and sit. Praise lavishly when he comes to you, and be sure to release him for more freedom after his best recall and sit. Your dog's worst performance is reason to attach the leash and go home.
He should eventually realize that if he comes to you, more freedom is always an option. But if he doesn't come when called, it means several minutes of intensive work, or an end to freedom. A favored food or toy reward is always good. But in the context of teaching your dog that coming when called is never a bad thing, freedom is the biggest payment of all.
Animal behavior experts Susan and Roland Tripp are the authors of "On Good Behavior." For more information, visit their Web site at AnimalBehavior.net.