I have a problem claiming that the set of solutions of the minimization problem of a convex objective function on this rank constraint is non-convex since the constraint is non-convex.
Note that $X$ is of dimension $m \times n$ and the constraint arises so that we can write $X=AB'$, where $A$ is $m \times r$ and $B$ is $n \times r$.
Hint Let $$A= \begin{bmatrix} 1 & 0 \\ 0&0 \end{bmatrix}, B= \begin{bmatrix} 0 & 0 \\ 0&1 \end{bmatrix}$$
Whay is $rank(A), rank(B)$? What about the rank of a convex linear combination?