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This.
From what I see, it looks like they wanted to game the system, or have no clue what are they doing.
Both WWW and non-WWW are ok, think of what sounds and looks better, what is better for the specific niche. Always have your non-preferred version redirected to the preferred.
I am not a big fan of franchises, too. Still, the big players should be safe. Check their history in/or near your region so you can have a clue what is going on. Do your research well before making a decision.
The market of cleaning services is overloaded, you have to be really unique to boost...
Learn how to advertise yourself, if you haven't already. Don't be shy and let everybody know what you are doing. Find local newspapers or their online editions and pay(it can be free though) to list your business there.
Do you have a website? If you don't, think of making one, so you can...